Truly progressive brands have evolved to look at ALL of their customers through a loyalty lens; not only those who are enrolled in their loyalty program. These innovators practice Big “L” loyalty, using their loyalty strategies and tactics to create exceptional customer experiences, inspire passion and trust and engender long-term relationships. These emotional connections then serve as the steppingstone to matriculate customers into a permission-based loyalty program. From there the brand can glean the data and insights to deepen the relationship and deliver more personalized experiences. And the customer can feel confident that their privacy and preferences are being respected.