Q: How does one make the case for a loyalty program internally, particularly to senior management?

A: For many companies, loyalty marketing is not high on the priority list. When it’s not, building a case for it may become quite a challenge for marketers. Without a strategic mandate to become more customer-centric (e.g., from the Board), competitive pressure or exasperation over the lack of accountability from existing marketing efforts, it can be futile....

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