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Building the ideal loyalty program
By Dan McKone
We are often asked for the “secret sauce” behind a successful loyalty program and whether we can provide a blueprint that can help retailers optimize their approach. In answer, there is no single generic “ideal program” -- the retailer-customer relationship is far too complex to dumb down in this way. The best program for one retailer may be absolutely the wrong plan-of-attack for another, depending on their starting points in terms of:
1. The depth and breadth of the customer relationship;