Loyalty Program

Loyalty Program

Loyalty programs are structured marketing efforts that reward, and therefore encourage, loyal buying behavior — behavior which is potentially beneficial to the firm.

In marketing generally and in retailing more specifically, a loyalty card, rewards card, points card, advantage card, or club card is a plastic or paper card, visually similar to a credit card or debit card, that identifies the card holder as a member in a loyalty program. Loyalty cards are a system of the loyalty business model. In the United Kingdom it is typically called a loyalty card, in Canada a rewards card or a points card, and in the United States either a discount card, a club card or a rewards card. Cards typically have a barcode or magstripe that can be easily scanned, and some are even chip cards. Small keyring cards (also known as keytags) which serve as key fobs are often used for convenience in carrying and ease of access.

By presenting the card, the purchaser is typically entitled to either a discount on the current purchase, or an allotment of points that can be used for future purchases. Hence, the card is the visible means of implementing a type of what economists call a two-part tariff.

Application forms usually entail agreements by the store concerning customer privacy, typically non-disclosure (by the store) of non-aggregate data about customers. The store uses aggregate data internally (and sometimes externally) as part of its marketing research. These cards can be used to determine, for example, a given customer's favorite brand of beer, or whether he or she is a vegetarian.

Where a customer has provided sufficient identifying information, the loyalty card may also be used to access such information to expedite verification during receipt of cheques or dispensing of medical prescription preparations, or for other membership privileges (e.g., access to a club lounge in airports, using a frequent flyer card).

Read more about Loyalty Program:  History, Program Management, On-line Loyalty Programs, Disloyalty Cards, Criticism

Famous quotes containing the words loyalty and/or program:

    Mine honesty and I begin to square.
    The loyalty well held to fools does make
    Our faith mere folly; yet he that can endure
    To follow with allegiance a fall’n lord
    Does conquer him that did his master conquer
    And earns a place i’ the story.
    William Shakespeare (1564–1616)

    A ‘spasm band’ is a miscellaneous collection of a soap box, tin cans, pan tops, nails, drumsticks, and little Negro boys. When mixed in the proper proportions this results in the wildest shuffle dancing, accompanied by a bumping rhythm.
    —For the City of New Orleans, U.S. public relief program (1935-1943)