Even though the first modern loyalty program, American AAdvantage launched 30 years ago, loyalty marketing is only in its infancy and even after three decades it’s not always practiced in a strategic manner. The paradigm is all too often the same as 30 years ago:points and rewards.
We think Loyalty Marketing is getting much better with age. After years of seeing marketers spend the bulk of their budgets “above the line,” loyalty marketing, and the idea of enterprise....