Zinga Frozen Yogurt, which is only 5 stores into a 100+ store expansion plan, has already implemented a deep integrated mobile loyalty program. The chain has leveraged the loyalty program to accelerate early interest among buyers and build store traffic.

Three things stand out:

1. A loyalty program deeply integrated into earliest stages of the growth plan

2. Leveraging mobile to reduce the internal management pressures associated with administering loyalty programs

3. Social elements create a strong pull for driving sales and brand awareness

This example pushes us again to add loyalty and reward programs to the earliest decisions we make in building new businesses.  Rather than look at retention as a phase two effort, it puts rewards programs front and center -- to help reduce the early 'gravity' that affects an early stage business.