Is Paid Loyalty Right for Your Brand?

Loyalty programs are good business—and they’re everywhere. They’re often free to join and begin with a simple and free registration process. Sometimes your telephone number or email address is all you need to provide to start enjoying program benefits. Other programs require a membership fee to participate. But when does it make sense for a brand to offer a fee-based program? And why would customers be willing to pay a fee when there are so many free options out there? ....

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