To learn more about our editorial approach, explore The Direct Message methodology. You’ve probably told yourself you’re only signing up for the points. The coffee shop rewards card, the airline miles ...

Heightened expectations backfire. Loyalty members expect better service and react more strongly when brands fall short. Unmet expectations can harm brand equity. Perks can backfire. Loyalty rewards ...

Loyalty programs have long been a cornerstone of retail. They help brands retain customers, encourage repeat purchases, and build differentiation in crowded markets. Loyalty programs are also about ...

Customer loyalty is declining—but ironically, some consumers are showing brand devotion by shelling out annual fees. In the early days of retail, customer loyalty was secured the old-fashioned way: ...

Family Express is among the retailers that have evolved their platforms to integrate the right capabilities. The challenge is to create a program that surfaces in the sea of loyalty programs that are ...

“Hey, is this thing on?” That's just one of many questions that both a pop princess and a loyalty manager could ask. Being unsure whether your customers can hear you—or whether or not you’re ...

How brands build better relationships and find their niche. Consumers overwhelmingly have positive experiences with loyalty programs. More than half of adults say they participate in them, and 96 ...

Forbes contributors publish independent expert analyses and insights. Jeff has written about travel, sports & loyalty w/ a focus on Gen Z. Today’s savvy traveler isn’t just counting points—they’re ...

Google rolls out support for loyalty program structured data, which allows businesses to display member benefits in search results. Google now suppports structured data for loyalty program benefits ...

Hotel loyalty programs sell us the world. It's hard not to conjure dreams of waltzing through five-star lobbies to be welcomed (ahead of everyone else, of course) to an upgraded suite, a bottle of ...