As co-founder of the company that powers new digital loyalty programs for Kellogg's, Huggies, L'Oréal, and others, I agree with many of the sentiments here. There is a powerful revolution happening that is bringing together consumers, CPGs, and retailers -- with the primary connection point being a store loyalty card (or alternative digital ID). Consumers want to be rewarded for their loyalty, assuming it is easy to do. Brands want to build brand equity and develop individual relationships with consumers so that they can make their marketing investments more relevant, measurable, and effective. Retailers want more trips and overall spending -- all linked to their loyalty cards.Historically, this has been very difficult, requiring codes-on-pack or other forms of self-reporting. No longer. With the infrastructure now in place to reward loyalty automatically (with the simple presentation of a card or ID at the register) at 100 retailer banners across the country, we believe this trend will only accelerate.