Not unexpected. I'd especially view Tier 2 and 3 retailers as targets for such efforts.
Read more here:
http://www.mobilecommercedaily.com/mobile-paves-the-way-for-multi-retailer-loyalty-adoption-in-us
Here is a snippet from the piece:
Coalition loyalty programs are gaining speed in the United States with multi-retailer programs such as Plenti, Spring and ShopYourWay substantially growing now that mobile technology has broken down geographical barriers.
Mobile is allowing U.S. loyalty programs that span a wide range of brands and retailers, rather than being specific to a certain store, to thrive after the strategy saw years of wide spread adoption in other countries. While consumers are just starting to get on board, an innovative mobile strategy can spur exponential growth for coalition programs.
Happy Reading,
J.W. Gant
Mobile is allowing U.S. loyalty programs that span a wide range of brands and retailers, rather than being specific to a certain store, to thrive after the strategy saw years of wide spread adoption in other countries. While consumers are just starting to get on board, an innovative mobile strategy can spur exponential growth for coalition programs.
Happy Reading,
J.W. Gant
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