Loyalty Marketing & Rewards
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Love Those Loyalty Programs: But Who Reaps the Real Rewards?

Love Those Loyalty Programs: But Who Reaps the Real Rewards? | Loyalty Marketing & Rewards | Scoop.it
Dreze warns that loyalty programs must carefully weigh the “price” of their rewards. A free trip every two or three years is not enough to keep a consumer engaged with the program. “That’s the problem with the small flyer. They never get to the point where they get the reward. That’s where all the partners can come in,” says Dreze. “The reward needs to come often enough so that there is reinforcement. At the same time, it can’t be too close. Then it wouldn’t be meaningful.”
the first club™'s insight:

Dreze warns that loyalty programs must carefully weigh the “price” of their rewards. A free trip every two or three years is not enough to keep a consumer engaged with the program. “That’s the problem with the small flyer. They never get to the point where they get the reward. That’s where all the partners can come in,” says Dreze. “The reward needs to come often enough so that there is reinforcement. At the same time, it can’t be too close. Then it wouldn’t be meaningful.”

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