A national specialty retailer, with both brick & mortar and online sales channels, put into market a program designed to reward their customers. The program was to be aspirational, in that it rewarded customers based on their purchase amount. The more they spent, the greater the reward.
At the launch of the program, the reward was only available on two products, both of which were premium priced products. This decision was made because the retailer could only afford to offer rewards on these two premium priced....