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Loyalty programs aren’t failing because they lack features: they’re failing because customers don’t feel value fast enough. As consumer budgets tighten and expectations accelerate, patience has become one of the scarcest resources brands contend with. Loyalty is no longer judged by what it promises over time, but by how quickly it proves its worth.
We spoke with Don Smith, Global Chief Consulting Officer at Capillary, about what that shift means for loyalty strategy in 2026, and why speed, relevance, and emotional connection are now deeply intertwined.
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