What’s the sweet spot of a loyalty program? If you asked a consumer, you may get a far different answer than if you asked a business. The consumer wants: free items (that they would typically buy anyway) rewarding their current behaviors and shopping frequency at the places where they shop...
Spotlight on Loyalty: Part II of II
Loyalty and the Consumer Experience This is Part 2 of a 2-part series. Part 1, "Five Assumptions That Will Doom Your Loyalty Program," can be found here. Corporate loyalty programs are designed to drive consumers to spend additional funds and to encourage consumers to be loyal enough to their brand...
Spotlight on Loyalty: Part I of II
5 assumptions that will doom your loyalty program Loyalty programs are the cherry on a sundae; consumers come to expect them when making everyday purchases. While companies commit financial and employee resources to build loyalty programs, they must remember those programs are the cherry; not the ice cream, the bowl...
Value in Loyalty Programs
Perceiving Value Any loyalty program introduced to market must of course add value to a merchant’s brand. To gain traction, however, it’s required that consumers perceive value in the program as well. Consumers typically choose where to shop based on quality, convenience, service and price. In a recent survey conducted...
Adopters and Adapters
Loyalty, I noticed as the miles on my odometer increased, takes on many forms. The following is re-posted from Convenience Store News. My recent business travels took me by my city neighborhood grammar school. It reminded me of the many yearly assignments to write a story about my summer...
Cover Charge? I Have to Pay to Get into this Club?
The other day I heard someone refer to Amazon’s Prime Membership as a loyalty club. It took me by surprise. I always thought of Prime as more of a membership club – they charge a fee, so how can it be a loyalty program? At first I dismissed the term...
What They Didn't Tell You about EMV
Whether you consider yourself a marketer, dealer, jobber or convenience retailer in the Retail Petroleum industry, by now you’ve been told you need to act on implementing EMV, empower new forms of payment (mobile chief among them), or drive growth through robust loyalty offerings. The complex relationships and technologies that...