The thought of a loyalty program, for most customers, conjures up images of a quick, free enrollment process that entitles them to rewards, incentives, and discounts in exchange for their undying support (not to a certifiable wealth of personal data).  Recent programs, however, have turned this model on its head and placed the onus on the customers to dedicate themselves to a brand, rather than the other way around.   This trend is caused by the increasing prevalence of paid loyalty programs, also known as “premium tier....

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