Loyalty: It's not just in the cards - More ways to add long-term consumers

This article provides best practice advice for developing loyalty programs, which can increase customer retention and acquisition, test marketing concepts, increase sales, and provide data that improves their understanding of consumers.

Loyalty: It's not just in the cards - More ways to add long-term consumers

Erik Sherman

Loyalty isn't easily attained. It takes time for new acquaintances to prove their worth and earn our trust. That's just as true for companies as it is for people. Despite this reality, many marketers misunderstand what's behind a successful loyalty program.

Such programs have come a long way since punching a row of icons on a piece of cardboard would get you a free cup of coffee or a discount on your next purchase. They now span plastic cards with magnetic strips and smartphone...

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