Roundtables

A question of loyalty

Do loyalty programmes work? Yes, but it takes constant refinement, says a panel of experts.

28 April 2020

How do you keep your customers loyal? It’s a vexed question, and not as simple as just offering great service. Offer too much with your loyalty programme, and you’ll harm the bottom line. And once the customer has become accustomed to the loyalty programme, you risk brand damage if you reign in the rewards.

Many consumers have a constellation of loyalty cards in the wallet (the average American, for instance, has between six and seven), but do they really make a difference?

ITWeb Premium

Get 3 months of unlimited access
No credit card. No obligation.

Already a subscriber Log in