“One size fits all” may work for a rain poncho, but it’s no way to run a loyalty program. Forrester Research tells us that the desire to save money inspires the majority of loyalty program participants to enroll. Yet how they want to save money – the rewards they expect – can vary widely based on a number of factors, including demographic groups, income levels, education, and the products and services of the program sponsor.
Relationship building is at the....