Why loyalty programs aren’t the right move for every brand


While a number of conditions are necessary to successfully launch and support a loyalty program, the most critical is executive support. Loyalty programs require significant initial investment and need time to ramp up and show a profit. The best programs also require the cooperation of your brand, direct marketing, digital marketing, IT, and Finance teams. Placing a priority on that collaboration, and ensuring the program is given time and investment needed to show results, your best allies will be active executive sponsors who “get” loyalty and support your strategy.

Loyalty360 spoke to Barry Kirk, VP of customer loyalty strategy at Maritz Motivation Solutions, about the results of its research.

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