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Fee-based loyalty programs: Should yours be one of them?
Loyalty should be a two-way street. It’s the same with loyalty programs -- the best ones make both marketers and customers feel like winners.
It makes sense, right? A sporting goods retailer collects valuable customer data (win), then sends a coupon and reminder to last season's snowboard buyer that it's time for a tune-up just before the snow hits (win-win). As marketers, we want those wins. But we also know that it....
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