Loyalty Program

Programs and campaigns aimed specifically at a company's most valued (or frequent) customers. Most loyalty programs take the form of a recurring discount or point program whereby customers earn credit toward future purchases. Unfortunately, in many companies, loyalty programs are run by non-sales types who are more interested in pushing out coupons and finding ways to reduce program costs by clamping down on point expiration and point transferability.

In 2009, a new industry association, Loyalty 360, was formed. It's run by some highly experienced, savvy individuals from companies like Maritz and Carlson. So, there is hope!