Summary
Loyalty programs rely heavily on discounts and monetary rewards to drive incremental customer behavior. Programs risk undifferentiation and sacrifice significant potential when they ignore opportunities to engage members beyond the purchase. Loyal customers want to feel valued and appreciated, and balanced programs that drive both transactional and non-transactional engagement set companies up for long-term loyalty success. This report helps B2C marketers assess whether their program benefits need a rebalance and outlines the steps to create a plan for program optimization and deeper customer relationships.
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