The Evolution of Customer Loyalty: Driving Brand Affinity without Points

We get asked all the time, “Are loyalty and points synonymous?” And while points have become the loyalty standard—customers know what they are, they are simple and easy to understand, and reward customers—we find a points program alone doesn’t create lasting brand loyalty built on an emotional connection. As more and more brands struggle to navigate tough economic landscapes, they are looking for ways to generate loyalty while minimizing costs. In the past 12....

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