Whenever a client says, “We want to have a loyalty program,” my response is usually, “Why?”
Loyalty programs – or more generally, customer engagement strategies – are, thirty years after airlines introduced the modern reward program, still one of the fastest growing strategies used in the marketing world. Everyone, it seems wants a loyalty program.
But marketers need to have a clear understanding of the business issues they are trying to solve. Loyalty strategies are not the answer to every....