Industry Newsloyalty programsmerchant funded offersvisaomnichannel personalization
Banks Redefine Loyalty With Contextual Rewards
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9.1
During a PYMNTS 'Beyond the Card' interview, Avery Walter Miller, vice president of Loyalty Solutions at Visa, said banks must shift from credit-card-centric loyalty to contextual, omnichannel rewards. He noted consumers enroll in about 18 loyalty programs but actively use only half, and recommended merchant-funded offers, data-driven personalization, and AI-driven timing to boost engagement and lifetime value.
Scoring Rationale
Strong actionable industry guidance from a Visa executive; limited originality beyond strategic framing and examples.
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