Database: Spoils for the Loyal

The Loyalty Continuum

The product you sell largely dictates your need for a loyalty-marketing program. Therefore, the more unique your products, the less your need for a loyalty program. The most successful loyalty-marketing programs are those in which the product or service is a commodity, and there’s a clear cost for customers who switch from one provider to another. The obvious example is an airline frequent-flyer program wherein a consumer forgoes travel by another carrier.