Brand relationships follow a simple law: the more you give, the more you get. That’s why consumers love loyalty programs – they get brand value beyond the price of the transaction, every time they spend. But many brands have been “giving” loyalty rewards and not seeing a return on investment. So what gives?
What led the airline industry to introduce the original “frequent flyer program” (FFP) concept? Remember, this was long before retailers popularized the “loyalty program” concept.