Is there no such thing as loyalty?

Matthew Hooper

Argues that most loyalty schemes are in fact short-term promotions; even so, good ones can contribute to genuine loyalty.

Is there no such thing as loyalty?

Matthew Hooper of Interfocus argues that so-called loyalty schemes are, in fact, promotions - but that good ones can contribute to loyalty

Matthew Hooper

When is a loyalty scheme not a loyalty scheme? When it's an incentive scheme? A rewards system? When it's tactical? Or strategic?

In the last three years, marketers have been bombarded with diatribes, wheedlings, case studies, research and pure pontification on the subject of loyalty, much of ...

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