With loyalty clubs in high demand, businesses are looking for better ways to offer rewards to consumers so that they remain not only club members but engaged club members. In the beginning, loyalty clubs used big-ticket items - frequent flyer miles, free meals, free hotel stays. The problem? Many of these incentives go unused and consumers lose interest.
The answer - and one new trend in loyalty marketing - is to offer consumers more relevant items. Rewards such as books, music downloads, software and games are making an....