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Even though 75% of consumers report wanting to use their mobile devices to interact with loyalty programs, few brands are providing apps that can track points for in-store and online purchases. Less than half of mobile apps for brands with loyalty programs support them in-app, and just seven brands in L2’s Insight Report: Loyalty Programs integrate their loyalty cards with iOS Passbook.

And as the graph from the L2 report shows, brands in high price point categories are less likely to have loyalty-integrated mobile apps. None of the luxury or watches & jewelry brands with a loyalty programs have a compatible app. Same for 55% of aspirational brands with loyalty programs.

On the other hand, mass and big box brands are making strides in loyalty program development. Sears and Walgreens are excellent examples. Sears is working on creating a seamless omnichannel experience for consumers by rolling out in-store pick-up and returns for online orders. Walgreens is integrating loyalty cards and coupons with its mobile app to make point collection and redemption easier for members.

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