In the smartphone era, 'traditional' card-based loyalty schemes are evolving. How does Shopkick, an app that rewards people for shopping, inject new life into the high street?

As shoppers move online, real-world stores are finding themselves with floor space to fill. Following the example of major players like Tesco, retailers are providing services to complement their existing offerings and enhance their core business.

While figures appear to indicate that loyalty scheme memberships are on the rise, less than half of the memberships are active - meaning that while people are subscribed to more schemes than before, they don't actually use their cards or discounts.

Is rewarding people for shopping the best way for brands to encourage loyalty? With 78% of people not loyal to a particular brand, companies are trying different tactics. One approach involves rewarding people for behaviour that doesn't have any financial benefit to companies.