The document discusses Kruidvat's cross-channel loyalty program. Kruidvat is a large health, beauty, and lifestyle retailer in Benelux with 980 stores. The loyalty program aims to increase customer loyalty and learn from customer interactions. It profiles customers into segments based on lifestyle personas and product categories. The program generates daily loyalty offers tailored to each customer's segment and sends them across channels like email, mobile, and stores. It also discusses tactics like customer profiling to build rich customer profiles and using a phased roadmap with quick wins to guide the digital and CRM strategy.