NRF STORES Magazine

This article was published in the June 2015 issue of STORES Magazine.

Retailers get inventive to attract shoppers tired of traditional loyalty programs.

As consumers, we’ve all been there: We sign up for a loyalty program to receive an intriguing discount or reward — and then hit “delete” when the follow-up email arrives.

On an individual basis, such an act seems inconsequential; we likely even continue to tout the benefits of such programs, considering them worth the effort. But on the retailer’s side, if a loyalty program fails to truly engage customers — whether beginning or enriching those relationships — it’s not much more than a “do this, get that” discounting mechanism.

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