Loyalty schemes can significantly undermine firms’ ability to identify and target their competitors’ customers.
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Articles on Loyalty programs
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Loyalty schemes tend to be the most generous when the economy has hit a patch of turbulence.
Once a cornerstone for many food retailers, brand loyalty is eroding as consumers prioritize cost savings over long-term brand relationships.
Australians – and Australian governments – need to get more savvy about data privacy
Policy-makers and public health officials would be wise to consider a modern, data-driven approach and incentives to encourage people to adhere to safety measures in the COVID-19 era.
Airlines seem largely unconcerned about the long-term implications of their refusal to issue refunds to passengers during the COVID-19 pandemic, and risk alienating customers permanently.
The companies that head up loyalty rewards programs must compensate for their uncertainty about your reward preferences.
The recent Aeroplan survey offended many consumers with questions they felt normalized intolerant views. But consumer research has a long history of learning about customers’ values.
It’s a collosal business. But who gets the most out of ‘rewards’? And what if we all used ours at once?
Woolworths’ new loyalty program is following the international trend away from old-fashioned points-based systems.
Retail pharmacy chain Priceline recently signed a deal to sell ACE insurance products to members of its loyalty program, The Sister Club. It’s a well-trodden path in the UK where retail chain Tesco has…
Consumers are becoming less loyal as they put more focus on getting the best possible deal, and become more willing to shop around to get it. In response, retailers have turned to loyalty programs in an…
Loyalty programs do not necessarily lead to a company making greater profits, Ryerson University research has found. Increasing…
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Lecturer in Marketing, Victoria University
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Executive Director of Postgraduate Programmes, Surrey Business School, Royal Holloway University of London
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Academic, First Year College, Victoria University
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Professor of Marketing and Consumer Behaviour, Queensland University of Technology
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Senior Lecturer of Marketing, Swinburne University of Technology
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Associate Professor of Markets, Public Policy and Law, Boston University
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Omar H. Fares is a Friend of The Conversation.
Lecturer of Marketing in the Lazaridis School of Business and Economics, Wilfrid Laurier University
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Associate Professor and Distinguished Faculty Fellow of Marketing, Queen's University, Ontario
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Assistant Professor, McMaster University
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Associate Professor, Operations Research, Brock University
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Associate Professor of Management Science and Supply Chain Management, Sprott School of Business, Carleton University
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Senior Lecturer (Law), Southern Cross University
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Associate Professor, Organizational Studies and Sustainable Commerce and Director, Institute for Sustainable Commerce, University of Guelph
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Professor and Associate Dean of Engagement & Inclusion, Ted Rogers School of Management, Toronto Metropolitan University
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Assistant Professor, Marketing, Queen's University, Ontario
