Evaluate an existing customer loyalty program and propose optimizations to improve retention rates. Use data from [loyalty program] analytics, customer purchase history, and engagement metrics to identify areas for improvement. Focus on rewarding behaviors that align with long-term customer retention, such as frequent purchases, brand advocacy, and product usage. Suggest new loyalty rewards or tiered incentives to increase customer engagement and lifetime value. Also, consider integrating the loyalty program with digital platforms and ensuring it offers seamless experiences across mobile and desktop.