My mother, a careful shopper, rarely misses a chance to use loyalty cards at her favorite establishments. Several years ago, as a checkout clerk was stamping her Subway Sub Card club (buy 8 six-inch subs, get the ninth one free), I asked her: “Does this loyalty club make you patronize Subway more often?” After a moment of reflection, my mother responded with a knowing smile: “No, but it is nice of them to offer it.”
Why Loyalty Programs Can Be Bad for Business
My mother, a careful shopper, rarely misses a chance to use loyalty cards at her favorite establishments. Several years ago, as a checkout clerk was stamping her Subway Sub Card club (buy 8 six-inch subs, get the ninth one free), I asked her: “Does this loyalty club make you patronize Subway more often?” After a […]
June 12, 2012
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New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.