I agree that many trading companies offer excellent products, but they have a poorly designed loyalty program. However, there is a more important factor. Blockchain technology would allow merchants to not only quickly process user requests, but also to guarantee data confidentiality.
Trading personal information is one of the most profitable offers on the market. What users are not happy about. I have already met many times with cases when my data fell into the companies with which I did not even communicate. This is very unpleasant. Perhaps blockchain technology will help to remake the data protection system so that the user has control over them.