It creates a better platform for rewarding regulars and, on the places' side, to turn them into advocates for the place - with reference to the classic article

It creates a better platform for rewarding regulars and, on the places' side, to turn them into advocates for the place - with reference to the classic article about what the 5-10% diehard fans can do for spreading the word compared to regular users (the details and link escape me). It has the potential to facilitate the bond between person and place (business, shop, gym, bar, etc.) in a manner that is much more convenient than coupons, ticket coupons, remembering their faces and names, etc. In this case, everyone wins.