Database: Spoils for the Loyal

Exit Strategy Needed

If program benefits are offered only to existing customers, Weber suggests testing against a control group before rolling out with the program to ensure it’s giving you some lift. Remember, a loyalty program is effective only if it increases lifetime value. Test to be sure a program is giving you enough lift to more than cover its costs. “If it’s just incentive for keeping customers loyal, get out of it,” Weber advises.