Loyalty Programs: How Do Customers Feel About Them?

Are loyalty programs losing their cachét?

T.G.I. Friday’s ‘Give Me More Stripes’ members receive a ‘Jump the Line Pass’ after three visits.

T.G.I. Friday’s ‘Give Me More Stripes’ loyalty program.

Southwest gave away 100,000 “Rapid Rewards Points” to 100 members to promote its revamped loyalty program.

The Southwest Rapid Rewards Visa card.

Emerald Club Executive members are able to bypass the counter at any retail location, choose any car they want at the lot, select an upgrade, return cars faster by opting for electronic receipts and “Drop & Go” service.

GameStop’ PowerUp program uses Kongregate to track which games customers find most fun.

Hospitality and travel company Carlson’s mobile app. Carlson relaunched its Goldpoints Plus hotel loyalty program on March 31.

American Airlines launched the AAdvantage ‘Mystery Miles’ program to acquire ‘likes’ on Facebook.

Consumers that ‘liked’ the AAdvantage program on Facebook were able to earn between 100 and 100,000 miles.

Competition 
among loyalty
 programs is
 more intense 
than ever, but
 are consumers 
cooling to them?

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