Day traditional loyalty programs
Traditional loyalty programmes almost exclusively support a transactional relationship with the consumer. Scores, levels and rewards are analyzed. It's not working. Small brands know that customer loyalty is much easier (note that simply is not the same as 'easy').
When devising a loyalty programme, the value proposition should not be determined by the transactional nature of the relationship. The main advantage shouldn't be to get rewards. Rewards should complement the brand's overall message about what the organisation stands for and why someone should care about it.