The first customer loyalty programs, founded by airlines companies, were based around transactions. Customers purchased company products or services, earned points or miles, and eventually redeemed those points or miles for perks and rewards. A customer might get to fly first-class on a flight home, or maybe that customer got really cheap gas. While the scale is different, the basic concept is the same: earn and burn.   However, in order to differentiate themselves, many brands are now striving to create emotional connections with....

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