Maybe it’s time to start a dialog about the concept of “Loyalty” as it relates to the business of business.
We are seeing an increasing amount of web chatter at Loyalty360.org about the value of loyalty marketing programs. It reminds me of the old trading stamp programs like Gold Bond and S&H Green Stamps that were popular for three decades. They vanished rather quickly. Loyalty programs won’t die because there is too much invested in them, but we believe that in 2012 the marketing focus has to radically change.
As we close the year we will leave you with two quick thoughts:
- Customers are not loyal and loyalty programs do not make them loyal.
- Customers do not want a “relationship.” We do; they don’t.
Have a Happy New Year and get ready to rock.