Once upon a time, loyalty programs were an ad hoc side dish, a mechanical bolt-on for brands delivering little more than dollars off, discounts or the occasional free item. But there’s a new trend now, one that requires a different way of thinking and approaching the entire marketing plan itself. Because today’s customers expect companies to be loyal to them, not the other way around: Loyalty as the center of your world.
What does that mean?
Those embracing this idea are reaping the rewards ....