Consumer loyalty programs have been around for more than thirty years and penetrated numerous industries, including travel, hospitality, banking and retail. But their adoption by business-to-business (B2B) marketers has been uneven.
Just what role should loyalty strategies play in the B-to-B environment?
The goals of any loyalty strategy are the same whether you are targeting end consumers or other businesses: incremental sales, customer retention, market share growth, cross-selling, up....