Loyalty ROI – measuring and maximising loyalty points

Michael Lieberman

This article describes how loyalty programmes can be managed and optimised to as to give the best return on investment.

Loyalty ROI – measuring and maximising loyalty points

Michael Lieberman

Do loyalty programmes work? This question is as murky as, say, what is the meaning of life? Some work. Some don't work. Still, nearly 75% of shoppers in the US now belong to at least one loyalty programme. 'Common knowledge' in business circles states that loyalty programmes are useful, sometimes very useful.

A strong marketing programme for business loyalty has three known goals. First, to acquire new customers. Second, to keep existing customers. Third, to grow these customers into larger, and more lucrative, customer categories.

Loyalty programmes span a globe...

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