"Being purely transactional has its limitations in retailing which is why all major players, from Nike to Uniqlo, have stepped up their focus on interactivity with consumers, be it simple in-store social media picture opportunities to livestreaming and augmented reality. Loyalty programs have been moving in the same direction. They were once defined solely by transactions and how much you spent-whether it was American Airlines' AAdvantage program or Walmart's Walmart+. The formula has been relatively simple: the more you spend, the more you earn."
"Research has shown that most companies are running loyalty programs that are underwhelming to consumers, probably because everyone was running some sort of points system. A 2021 McKinsey study found that 71% of shoppers now expect personalized interactions, and 76% become frustrated when they don't get them. This is where Lisia, incubated at Harvard Innovation Labs, and still in the pre-seed stage, plans to stepin."
Retailers are moving beyond purely transactional models toward interactive, experience-driven engagement. Traditional loyalty programs centered on spending have become common and underwhelming, while consumers increasingly expect personalized interactions. Lisia, incubated at Harvard Innovation Labs and in pre-seed, proposes a purpose-driven super app that measures and rewards healthier routines, sustainable choices, and personal growth instead of purchases alone. The platform aims to unlock access to services and experiences aligned with conscious lifestyles. Lisia’s model draws parallels to insurance uses of fitness tracking to incentivize behavior and seeks to build emotional, values-aligned loyalty through measurable routines.
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