Stressing the Fundamentals Helps Red Lion Succeed

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. What are the challenges you....

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