Signing members up is the part most loyalty programs already get right. The harder, more valuable work starts after they join, in the stretch where a new member either comes back or quietly disappears. That second visit is where loyalty is won.
Nearly 90% of US online adults belong to at least one loyalty program. Enrollment is rarely the problem. What sets the programs people keep apart from the ones they abandon is whether members ever come back to use them.
In this blog post, we'....