Give custoners a resoun to identify themselves. By registering a loyalty card with each purchase (QR code scan or NFC), you move from anonymous purchase data to data at an individual level.
Integrate your loyalty program on all channels, online and offline. By joining purchase information with demonstration of interest (web site visits or registered interests in the physical store), you generate extremely valuable information for recommendation models. Move from channels level anyalytics to customer level.
Extend your reach
You can offer loyalty points even if your customers don't shop for your products in your own stores. Just let them scan their purchase receipts and identify your products. This gives you real power to direct purchases to profitable channels.