The retail industry has traditionally been characterized by low margins, high fixed costs, and ever-looming price wars. Digital technology has contributed to these challenges by providing emerging businesses online tools to compete at lower price points. As a result, many retailers have adopted loyalty programs to offer value to customers and reduce store switching. However not all loyalty programs are created equally, and evolving consumer expectations require innovative approaches to building loyalty. In order to provide guidance to our retail and agency partners, we present our 2018 guide to retail loyalty.