If the history of loyalty marketing should teach us one thing, it is that ubiquity does not breed affinity. This lesson was amplified in a recent story in Entrepreneur, which points out that despite the prevalence of loyalty program membership (2.65 billion in the U.S. alone, according to COLLOQUY), few are managing to accomplish what they set out to do. Seventy-seven percent of loyalty programs that focus on awards alone fail within the first two years, Pete Maulik, managing partner....

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