Web Exclusive: Master Marketer - Reward Loyal Customers ... And Yourself

But if you cut out the bogus "loyalty" messaging to those who don't deserve it, instead targeting your truly best customers with meaningful messaging, that investment in time and money would not only be more honestly conveyed, but also more profitable for you.

The critical issues with respect to customer loyalty are twofold: First, how do you determine who's REALLY loyal? Do once-a-year customers slip through the cracks if their purchases are high? Do small-purchase customers get ignored, even if they order five or more times during the year?