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In 2014, Red Lion Hotels Corporation launched its Hello Rewards loyalty program in 2014, replacing the previous program, the R&R Club. The former program, it was determined, was not effective, was impersonal, and didn’t retain customers at a desired level.

With the introduction of Hello Rewards, surprise and delight moved to the forefront of RLHC’s loyalty marketing efforts. Still, the company is paying close attention to the fundamentals.

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