An Apple Pay loyalty program could arrive

But the site confirmed information from a recent piece appearing in Digiday regarding Apple Pay monetization via iAd.

The report also does a nice job explaining how the program would work:

One way they’ve [Apple] thought up is, say you’re in a Duane Reade, hypothetically. You get a push notification from Pepsi that they’ve worked out a deal with Duane Reade that you can get a free case of Pepsi. Just pick it up and use Apple Pay at the counter.

The program will probably use Apple’s iBeacon technology, because it can apparently pass “richer” data than just an NFC connection. Apple has reportedly begun to sell, or even give away, iBeacons to some retailers for this specific purpose.

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