When Rick Boubelik, Vice President of Loyalty at Epsilon, sits down with a client who wants to start a customer loyalty or rewards strategy, he always peppers them with a few foundational questions. The first question being: “Why do you want a customer loyalty program?” “The common answers are often, ‘Well my product is not selling well, so I need to give them points to help motivate people to buy,’” Boubelik says. “But loyalty programs don’t fix broken products, and they don’t....

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