Bring ‘Em Back for More

Q. Can you give a few examples of types of loyalty marketing that you’ve seen catalogers employ?

A. The most common program catalogers use, although not necessarily the best, is a membership program. The customer pays a fee on an annual basis to become a member of a club, and then gets a discount on every purchase. It’s simple and straightforward, and that’s always good. But it doesn’t offer as much value as a program that offers both hard and soft benefits.