What's behind the rise in retailer loyalty program revamps?

A June report emailed to Retail Dive from Gartner L2 showed loyalty program increases across several different sectors, with launches reported in 2018  by 14.9% of department stores, 5.2% of specialty retailers and 5.9% of activewear retailers. There's still room for growth, though, according to a report from intelligence firm Beroe, which claims that the market will reach $201 billion by 2022. That report, which was emailed to Retail Dive, also notes "growing demand for customizable digital reward programs," in turn leading to higher costs for retailers.

Source:

https://www.retaildive.com/news/whats-behind-the-rise-in-retailer-loyalty-program-revamps/549039/ 
https://www.marketingdive.com/news/whats-behind-the-rise-in-retailer-loyalty-program-revamps/549239/