Empowering the Lonely Loyalty Champion
My latest article at Chief Marketer.
The gist of it is a series of non-obvious benefits to loyalty marketing:
Loyalty programs can be very cost-effective, especially after breakage.
Loyalty programs get you more e-mail addresses of buyers.
Points programs let you promote without actually lowering prices.
Loyalty programs build lock-in, especially important for easily substituted businesses.
Loyalty programs improve the customer tracking rate.
Loyalty programs make it easier to reward nonpurchasing—but valued–behavior.
Loyalty programs let you give status to your best customers.
Loyalty programs greatly increase the likelihood of a message being read.
Surprise and delights appeal on a very deep level.
Loyalty programs tend to attract those who are most likely to respond to them.
The details of each of these points are discussed at Chief Marketer. Enjoy.
