Last year, RSR found loyalty programs at a crossroads. Many retailers were not getting value out of their programs, and had locked themselves into a “pay to play” catch-22, where they were essentially offering discounts to consumers in exchange for collecting purchase history. This year’s report takes a step back to look at more foundational capabilities for customer data collection, management, and use – which can be used with or without a loyalty program. Whether it is to a loyalty card holder or just a high-frequency shopper, the tools are the same: retailers must be able to identify target segments, design offers, deliver offers, and track performance. Has the industry evolved to a point where retailers can consistently delight their customers? The short answer is no – but there have been signs of progress.