Loyalty programs can be among a brand’s most valuable commodities. While many continue to chase after the never-ending pursuit of new customers, some even at the expense of existing customers, other brands recognize the immense long-term benefits of retaining lifetime customer loyalty. Many investors would likely jump at the chance to acquire a stake in a successful loyalty program, which may reveal the logic behind AirAsia’s reported move to sell off a portion of its loyalty program.
Private equity investors are reportedly....