“How can you say you have a loyalty program for your best customers, when, like Sears, RiteAid and GameStop, you have millions of customers in that program? What’s driving this trend and should I consider expanding my program/member criteria?”
That’s the gist of a question I was asked to answer by Loyalty Management Magazine in their May 2011 issue.
My Answer?
A great benefit of having millions of registered program members is having the means to communicate directly with them in an....