To customers, there's not much to loyalty programs; on the surface they appear to be a simple piece of plastic and a "Here's how much you saved" line at the bottom of a receipt. But experts at the W. P. Carey School of Business say that for companies, the programs can be phenomenally more complex…

BPIR Categories

1.1.6 Analyse customer data
1.3 Develop Customer Relationships
10.2.2 Acquire & collect information/knowledge
10.2.4 Use analytical techniques on data
4.1.1 Identify market segments & target customers
4.1.2 Manage advertising & promotional activities
4.1.4 Develop & implement marketing strategy

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