Do modern-day retail customer-loyalty programs really make for loyal customers? The loyalty program is a tried and true maneuver to keep shoppers from straying to rival retailers. In its original manifestation, though, it was largely a means of mining information about customers, who were otherwise anonymous in the brick-and-mortar world. With the advent of the internet, customer data became readily available, and the motivation behind loyalty programs shifted to the actual goal of securing … loyalty. But not every loyalty program is created equal. On this episode, we delve into the issue with Tom Caporaso, chief executive officer of Clarus Commerce. He explains which variations of loyalty programs are the most and least successful in keeping customers coming back, and why. He defines what it means to have a ''full premium loyalty experience.'' And he tackles the question of whether the concept of loyalty is even relevant in the age of the fickle omnichannel shopper.