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The Internet has spoken – and it isn’t pretty. Turns out Amazon’s hyped up exclusive "Prime Day" event for Amazon Prime members failed to impress, leaving the “tens of millions" of members feeling a little slighted. Not to mention, the bad impression on the browsing non-members Amazon was attempting to court.

Buzzfeed was quick to publish this article with some of the best Internet responses. Of course, that was just the beginning. #PrimeDay trended on Twitter throughout the day with users even creating a second hashtag: #PrimeDayFail.

If played right, you too can earn #millennialoyalty.

A recent study reported by Forbes affirmed that contrary to what many brands and marketers believe, Millennials can be brand loyal. They are no longer the noncommittal bachelors and bachelorettes of the demographic cohorts – they are capable of brand love. The study reports that 60% of Millennials are often or always loyal to brands that they currently purchase.

Realistically, Millennials have been capable of brand love the whole time. But with so many marketing messages in their faces – they have simply tuned out. And why wouldn’t they? With so many brands vying for their hearts, Millennials will wait for the ones that try harder – the ones that understand and engage them on a personal level. And at 80 million strong with an estimated $200 billion in annual buying power (in the US alone), they can.

Consumers and marketers are experiencing a rapid transformational change as the mobile payments industry takes off in North America. With heavyweight Apple behind Apple Pay and equal brand goliath Google backing Android Pay, contactless NFC payments now have the platform-level support needed for mainstream user adoption. According to a report by Forrester Research, in 2015 27% of marketers and digital business executives plan to start using mobile wallets to engage with their customers.

This mobile payments revolution is accelerating the convergence of mobile payments with loyalty programs, creating new opportunities and challenges for marketers seeking to provide mobile loyalty solutions that increase customer retention and program engagement. A new study published by market research and consulting firm Chadwick Martin Bailey (CMB) found that among mobile wallet users, 27% are very likely to switch to businesses that offer mobile payment capabilities and 18% would increase purchase frequency if mobile payment capabilities were present. More, the 2015 Loyalty Report found that 48% of loyalty program members would like to engage with loyalty programs through their mobile devices.

Now, that’s kind of a big deal. But, which mobile wallet is the platform of choice for consumers?

What's trending in loyalty?

The 2015 Loyalty Report saw an increasing number of people opt-in to a variety of loyalty programs in the past year, and revealed the extent to which programs are effective in influencing customer behavior show no signs of diminishing.

What are the implications of the Plenti launch on May 4th? While the U.S. marketplace has distinct differences compared to other countries where coalition models thrive, one can suspect a lot of attention against this landmark initiative. Coalition, by design, has an inherent power of helping partners acquire new customers by harnessing each brand’s customer pool. It can also move market share away from retailers with standalone programs, as customers tend to gravitate toward programs that alleviate the need to carry multiple cards, and collect multiple currencies. Last, but not least, coalition tends to accelerate members’ currency-earning power by getting them to their rewards quicker.

Have you read the New York Times article that tests psychologist Arthur Aron’s proposition that anyone can fall in love by posing / answering 36 questions? The cynic in me is not surprised. Based on decades of RomCom research and my own skewed and completely biased experience, love is not the hard part of any relationship and can be manufactured (or at least simulated) fairly easily. All it takes is good timing, some epically romantic words and a moment of vulnerability… or you can skip all that with one grand gesture (stop a flight, propose in Portuguese, climb a fire escape, pre-plan post-mortem love letters … you get the idea). The hard part is what happens after baby leaves the corner and nails the lift – the relationship part. Whether we’re talking about a single girl or a brand, love is not enough… and maybe it’s not required at all.

American Express shook up the loyalty landscape last month when it announced the launch of Plenti, a coalition loyalty program that allows members to earn and redeem points with various brands—including Macy’s, Rite Aid, Nationwide, and AT&T.

This is significant because the US has traditionally been unfriendly territory when it comes to coalition loyalty. Let’s examine some of the biggest obstacles standing in the way of coalition loyalty and why it hasn’t taken off in the US.

This past Wednesday, American Express made an historic U.S. customer loyalty announcement revealing that it is launching a coalition loyalty program called Plenti in the U.S. this coming May. Why was this announcement so historic? Well for one thing, coalition loyalty has thrived for decades in other parts of the world, including Germany, the UK, the Middle East, New Zealand, and just north of the U.S. boarder in Canada. Strangely enough, it has never really caught on here in the U.S.

Why the best forms of loyalty don’t look anything like loyalty.

There are two kinds of people in this world: those who blindly recite their contact information when retailers ask them for their email or phone number, and those who refuse to give up the goods.

On a recent trip to Lululemon, I was amused when my wife was asked for her contact info at the checkout. “Why do you need that?” she asked the eager yogi behind the counter. She was told it makes it easier for her to return or exchange her purchase—even if she lost the receipt. Well, she declined without batting an eye, leaving me to wonder why a brand that makes and sells its own apparel would choose such a bland and inflexible benefit to get customers to self-identify.

But I digress.

How your smart home thermostat controls more than just the temperature.

Think loyalty programs are confined to the plastic cards in your purse or wallet? Or that loyalty is less about the love you have for a brand and more about the point or perk attached to an airline or credit card?

Those points and rewards have been carefully designed to coerce you to choose to shop at specific retailers, increase your basket size, and make you feel like you need to do it all more frequently, consistently, and…automatically.