The article I chose talks about redefining brand loyalty in a post pandemic retail market. CTO of Engage People, Len Covello helps companies differentiate loyalty programs to deliver a better experience for customers. Last year with all the restrictions retail commerce despite everything had topped $861 billion in the U.S. Key trends that rose in retail throughout 2020 included e-commerce growing, contactless payments and alternative currencies. Analysts also saw the increases of curbside pickup, grocery delivery services and many bankruptcies filed by brick-and-mortar retailers. In 2020 a record 12.200 brick-and-mortar stores closed in the U.S. Consultants McKinsey & Company believe that the most successful retailers will be those that connect with consumers through new ways such as working on their digital, omnichannel and in-store technology ambitions. To address consumer demand, retailers can adopt new loyalty tech solutions which can include a more integrated and transferrable interface directly at checkout. Retailers can consider options such as cash back, paid loyalty programs and pay-with-points. Subscription platforms also offer companies to attract new customers and bring in long-term customer value with a shift of consumer loyalty. By getting consumers to invest more in with brands they love it will help engage with the brand which is a win win situation. What are the retail marketing implications?