The Loyalty Sweet Spot

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What’s the sweet spot of a loyalty program? If you asked a consumer, you may get a far different answer than if you asked a business. The consumer wants: free items (that they would typically buy anyway) rewarding their current behaviors and shopping frequency at the places where they shop most frequently. A business wants to increase spend, increase visit frequency and attract new users, all while keeping the reward threshold at a level that does not end up causing the business to pay....

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