Pointless loyalty? Unlocking the value in retail loyalty programs

Explains how loyalty programs remain an important component of the shopping experience and details what marketers need to do to implement them successfully.

Today the average shopper in Europe owns seven loyalty cards. At one time, we probably had one or two cards for those stores we visited regularly and considered to be our retailer of choice. This concept now seems very old-fashioned at a time when three-quarters...

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