For example, consider the benefits that a mobile payment application can have in the context of a customer loyalty program, once that program is integrated into the mobile payment flow,Many existing loyalty programs require customers to enter an identifier to receive benefits—for example, a unique identifier that they already know (e.g.,phone number) or an identifier assigned to them (e.g., an identification card). However, when the loyalty program is integrated with the mobile payment experience, that integration can expand the footprint of the loyalty program,
making it more convenient to the customer and bringing additional value to that customer with a more transparent and “hassle-free” program, while simultaneously increasing data collection and analysis opportunities for the merchant.