Customer loyalty schemes (or programs) are explicit efforts of retailers to get the long-term protection from customers. Loyalty programs are designed for a variety of reasons: to reward loyal customers, to create a more reliable information about customer behavior, influence the behavior of consumers, and as a protective measure against the competing scheme. The purpose of this note is to describe the objectives of the schemes, including their origin and evolution, to highlight key aspects of their implementation, and propose approaches to maximize their impact. While this note focuses on the U.S. and UK retailers, most of its content is applicable to other countries. "Hide
by Jose Alvarez B., Aldo Sesia 10 pages. Publication Date: February 7, 2011. Prod. #: 511077-PDF-ENG
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