Simplicity the Key to Dell’s Loyalty Program

In developing the Dell Advantage loyalty program, the Texas-based computer technology giant faced many questions. “We are in a unique situation because our purchase cycle is not as frequent as some of the other retailers that are out there,” Ryan Massimo, Director of Customer Strategy and Loyalty for Dell Inc., told Loyalty360. The company turned to focus groups to gain insight and started by simply asking consumers if there was any interest in such a program. “The....

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