Bring ‘Em Back for More

Another goal is to distinguish the brand, particularly if the cataloger is involved in a competitive arena. A loyalty program is a way to distinguish your brand and your catalog as different from others, thereby retaining your customers and keeping them from jumping ship.

The fourth goal I think is important, which goes along with improving LCV, is moving buyers up the ranks, in other words, segmenting your housefile. Your goals are to move one-time buyers to two-time buyers, getting two-time buyers to become repeaters and getting repeaters to provide referrals. Take whatever segment a customer exists in, and get him or her to move to the next level of involvement with your company.