In the first installment of “Where Your Loyalty Program Should Stack Up in Your Retail Brand Identity,”
Pamela Sullins, Kobie’s Director of Client Services, and I discussed the top identity-related challenges and held up AMC Theatres as an example of a company that’s doing a great job of merging its loyalty program with its brand identity.
We now continue our conversation about the need for loyalty programs to be involved in a brand’s overall business strategy.
At what point in their....