I complexly agree unfortunately I have only seen a few retailers implementing the reality of Omni channel, I still receive hard copy flyers and coupons in the mail when they have my email address and my mobile number. One retailer, Macy's recently introduced the ability to redeem coupons via your account without bringing a hard copy coupon. This should be the case for all loyalty incentives as well, if a company gives a client a loyalty incentive why do they make it so cumbersome to use? It should be directly linked to their loyalty number. Groupon has also started seamless redemption by name for some of their offers and it's very convenient especially when travelling or when your phone dies unexpectedly.