Why rewards programs may not work

01/25/2012 | Advertising Age (tiered subscription model)

Customers are being hit with so many rewards-program offers that the value of those systems is diminishing, one expert says. Instead, rewards programs are just part of the reason a customer chooses a brand, says Martin Reidy, CEO of Meredith Xcelerated Marketing. Other factors that increase loyalty: the company's image, as portrayed in social media; asking for customer input on service and quality; and creating an "emotional affinity" to the brand, helped by connection to a wider community.

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