The customer loyalty challenge

A customer loyalty scheme can be a highly effective marketing tool - but do they work for everyone? A checklist of criteria is offered for deciding whether a loyalty scheme is appropriate for your company.

The customer loyalty challenge

A customer loyalty scheme can be a highly effective marketing tool - but do they work for everyone?

Paul Hawkes
WITH a new scheme being launched every week, there is no hotter topic than customer loyalty programmes. From Shell's £10 million campaign to the corner shop which offers discounts to regular customers, it seems that every business, large or small, is wondering whether and how a customer loyalty programme could work for them. In terms of 'working', we do, of course, mean profit generation. For example, British Airways has calculated that a frequent business...

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