Loyalty marketing: boring or booming? How to turn customers' antipathy around

Abstract

Purpose

The purpose of this article is to consider various loyalty‐marketing schemes to create an argument in favor of the continued use of such programs in the future.

Design/methodology/approach

Gives a brief synopsis of loyalty‐marketing programs.

Findings

Loyalty‐marketing still offers that list of benefits that first attracted firms over a decade ago. Yet in a changed climate with a weary consumer marketers cannot afford to be lazy in the way they think about this tried and tested formula.

Originality/value

Gives guidance to consumer marketers who use loyalty‐marketing programs.

Citation

(2006), "Loyalty marketing: boring or booming? How to turn customers' antipathy around", Strategic Direction, Vol. 22 No. 2, pp. 13-14. https://doi.org/10.1108/02580540610644050