Consumers are bombarded these days with loyalty programs from every direction. The average household has 29 loyalty memberships across retail, financial services, travel and other industries. Loyalty perks continue to evolve. A free dessert or 5% off the toilet paper you were going to buy anyway isn’t cutting it any longer. Customers are beginning to resent having to use a merchant card to enjoy the cost break. True loyalty comes from learning who your customers are, building a relationship with them and encouraging them to share their experiences with their family and friends. And companies like Sephora, REI and Nordstrom are doing just that—mixing up their programs to drive loyalty.