As consumers, we’ve come to expect receiving offers, discounts and promotions from the loyalty programs and brands we follow for pretty much every holiday. We also expect a discount or offer in celebration of our birthday. And, even another offer right after we’ve made a large purchase, to try and get us to shop again. There’s usually no lack of offers or promotions when it comes to loyalty programs. While some of these loyalty engagement tactics do work, they’re also expected and anticipated. They also don’t necessarily make customers feel valued, appreciated, respected or grateful- which are four of the six positive emotions that drive loyalty, according to Forrester Research.