Loyalty continues to be the number one strategy used by brands for retaining customers and lifting behavior. Aimia’s own clients see on average a 7x+ ROI and increased engagement among members, making their investment in loyalty worth it. When considering starting or revamping your loyalty, however, you need to determine if your program will be currency based (think points or miles) or not. If you decide a currency is imperative to your strategy, be prepared to partner with your C-suite, financial and legal teams on an ongoing basis. Today, regulation around points liability is becoming stricter, as governments want to protect the financial interests of consumers.