Which historical retail loyalty program is widely considered the first modern customer loyalty initiative and fundamentally changed how businesses approached customer retention?

Customer loyalty programs have a fascinating history that dates back further than many realize. While modern digital loyalty schemes are commonplace today, the concept of rewarding repeat customers has evolved dramatically over centuries. This trivia question explores a pivotal moment in the development of structured customer loyalty initiatives that would eventually shape modern retail strategy and customer retention techniques.

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S&H Green Stamps (1896), which allowed customers to collect stamps when making purchases at participating retailers and redeem them for merchandise
The General Mills 'Betty Crocker Points' program (1929), where customers mailed in box tops for kitchen merchandise
American Airlines' AAdvantage program (1981), the first computerized loyalty program tracking customer purchases
The Selfridge's Customer Accounts (1909), offering store credit and preferential treatment to regular shoppers at the London department store