Glu reinvents loyalty system for retailers : customers no longer need to have loyalty cards or even applications, a phone number is enough. The gamified solution allows merchants to build a real customer base. By categorizing customers by frequency, Glu sends the right message to the right person. They aim to bring them back more often to the store. More widely, Glu aims to reinvent the relationship between customers and merchants thought its various modules (customer reviews, surveys,...).