“At its logical conclusion, I would anticipate that you could create a coalition around a single consumer”. Loraine DeBonis, Editor-in-Chief of Paybefore, interviews James Hutchison, Payments Leader at FIS Global at All Payments Expo 2016 in New Orleans.
Coalitions have traditionally been very static ways of rewarding customers across a group of brands. But Hutchison believes that much more flexibility is needed – how about coalitions that last for one day or one deal? The same goes for redemption of loyalty points. Let’s start from the perspective that “the consumer wants to be engaged” and build the technology from there.