retail news in context, analysis with attitude

Business Insider reports that "McDonald's is building a loyalty program into its smartphone app," with plans to reward customers based on the number of visits they make to its fast food stores each month, as well as track purchases so it can identify consumer preferences. "If customers haven't visited McDonald's in a while," the story suggests, "the app may prompt them to return with promotions on their favorite items."

McDonald's USA President Mike Andres said last week that "we can entice them with their favorite products to come to the restaurant ... That’s the future of customer relationship management. We think it can be a significant sales layer for us."
KC's View:
My question is, what took them so long? Using data to communicate and entice customers isn't just the future of customer relationship management. For savvy companies, it also is the past ...