By Sean Ogino What is a loyalty program? Turning customers into brand loyalists requires a repeatable process that incentivizes them to keep buying from you. A loyalty program is essentially the process of rewarding customers through structured marketing strategies for their frequent or continued engagement with your brand. The more they spend, the more rewards they receive. If you put customer preferences at the heart of your marketing efforts and execute a program well, customers feel good about purchasing from you and that will give your business a competitive edge against your competitors. Benefits of Loyalty Programs 1. Customer Retention The primary motive behind a loyalty program is to retain customers by rewarding them for their repeat purchase behavior. In fact, Khan and Khan (2006) have also said, “Loyalty exists when a person regularly patronizes a particular (store or non-store) that he or she knows, likes and trusts.” In short, the customer loyalty program is a tool ...