The Holy Grail for loyalty marketers is the program that engages members and produces incremental profitable purchases, without needing to carry any liability on the books for points and future reward redemption. But like the Holy Grail of legend, such programs are elusive; those who promise that they’ve found the real thing can prove to be, at best, self-deluded.
No-Liability Programs: There are precious few successful programs that carry no liability – they rely entirely on Surprise and....