You’ve heard it before. Everyone's talking about loyalty programs. “Loyalty, loyalty, loyalty” — it's become the marketing world’s favorite echo.

By now, it might even make you roll your eyes and think, “Here we go again. Another ‘expert’ telling me why I absolutely need one.”

"Environment selects," wrote Darwin. And it’s true. Only today, it’s no longer clear—who is choosing whom.

One day, almost imperceptibly, without grand announcements or declared milestones, the world changed.