The most valuable loyalty programs are flexible and versatile. They allow customers to demonstrate brand loyalty by participating in a wide range of daily activities, and by completing a number of different transactions. And this seems to be the secret behind the popularity of Cashback Plus, the official loyalty program of the Royal Bank of Scotland (RBS) and NatWest, which offers members 1% back on everything they spend across a diverse group of participating retailers.
So far, Cashback Plus gives members 1% on purchases made at gas....