Jenifer Warrell, senior director of marketing, American Girl, told Loyalty360 that customers had been asking about a loyalty program for quite some time. Less than a year ago (July 2016), American Girl delivered to its loyal customers the American Girl Rewards program.

Here’s how it works: For every $1 you spend, you earn 1 point. When you reach 200 points, you receive $10 in rewards. Points can be earned through purchases or “play” (dining or activities in store restaurants). Customers can earn up to $50....

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