What are loyalty programs?

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A loyalty program is seen as a marketing strategy that encourages customers to keep shopping at or using the services of a company that is part of the program. Consumers often submit their personal details with the business and are assigned a unique identifier, such as a membership card or anumerical ID, to join a loyalty program. When they buy something, they use that identifier.

Customers are attracted and retained through loyalty programs, which are sponsored by merchants and other businesses. This is usually done by offering discounts, rewards, and other special incentives. They’re made to promote repeat business by rewarding consumers who stick with a store or a brand. The larger the benefits, the more frequently a client visits the merchant—and the more money they spend.

Customers are rewarded for their continued patronage, and the issuing company receives a lot of consumer data and information as a result of loyalty programs. While businesses can assess anonymous purchases, using a loyalty program provides more information about what kind of products can be purchased together as well as whether particular incentives are much more effective than others.

High-volume businesses that rely on repeat consumers benefit from loyalty programs the most. Because it costs more to recruit a new customer than it would sell to a current one, the possibility of building a loyal following is critical to adding value. Repeat customers can help recruit new customers at a fraction of the expense of standard marketing approaches if done correctly.

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Pieter Borremans
By Pieter Borremans

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