Why on Earth Does Coca-Cola Need a Loyalty Programme?

Coca-Cola has launched a loyalty programme. But does one of the world's most iconic brands really need to bribe consumers with points to keep them coming back? Jasmine Montgomery and Piers Guilar debate whether The Club is a clever move into first-party data and consumer engagement, or an expensive solution to a problem Coca-Cola doesn't have. Jasmine thinks it’s a great idea. Piers does not. Who wins?