To create loyalty programs as dynamic as their consumers, companies need to develop an underlying consumer-loyalty strategy built around a fluid partnership of products, services, and experiences. We expect some brands to go even further, pursuing partnerships as a new way to compete. That means multiple companies from different sectors will develop a joint loyalty program around a unifying customer value proposition.

Read more here: https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/preparing-for-loyaltys-next-frontier-ecosystems