“Rather than casting the net wider and wider, marketers who are active in the loyalty space have to begin to look inward, and they have to ask themselves if they have done the best job they possibly can at mining new insights about their membership,” says Kelly Hlavinka, a partner with COLLOQUY and a co-author of the 2009 census report. “They have to be re-enforcing their loyalty communications at all touchpoints… on their Web site, in e-mails, in their merchandise selection and in person.”
Hlavinka uses the....