Would you use a mobile app to keep track of how many pretzels you bought? That's the idea behind Auntie Anne's national rollout of its loyalty program and its accompanying app dubbed My Pretzel Perks.
The app acts as a hub, including three tiers of loyalty that rewards consumers with points that can be redeemed for free food, discounts and merchandise. My Pretzel Perks plays a key role in how Auntie Anne’s distributes and segments coupons and offers by using purchase behavior to segment offers toward different groups of consumers. Initially,
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