Some loyalty marketers talk the talk, but fail to walk the walk when it comes to being customer-centric, instilling brand loyalty at every touch point.

But at Red Lion Hotels Corporation (RLHC), that isn’t the case. In 2014, RLHC launched its Hello Rewards loyalty program because its previous program−R&R Club−wasn’t effective, was impersonal, and didn’t retain customers at a....

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