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Retail Top 100 2012, No. 20: Loyalty programs

January 7, 2013

According to the Loyalty Marketer’s Association, customer loyalty, rather than acquisition, is the key to sustainable growth. Business consulting firm Protiviti ranks customer loyalty as the top non-financial business challenge companies will face in 2012. Yet businesses report that retaining and engaging customers remain their greatest challenges. While daily-deal sites such as Groupon and LivingSocial continue to generate the greatest buzz, marketers suspect that price-based strategies are taking focus away from the real prize, customer loyalty. The emerging model for success uses data gathered from loyalty programs to engage with customers across all touchpoints at all stages of the customer life cycle.

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