Go Beyond Points for Retail Customer Loyalty

The CEO wants a customer loyalty program refresh — now. He's pushing a modern points structure as the end-all, be-all. But you're wondering: Are points still the way to go?

If your instincts tell you there's more to building customer loyalty in today's world than points and prizes, you're right.

Retailers shouldn't rush into points programs right away. Why? Because while points programs can certainly work well for retailers, they aren't the only way — or always the best way — to create those brand ambassadors all companies want and need.