The going rate of exchange for loyalty
“One of the biggest challenges with the area of reward is that you can be rewarding people and yet not be building any loyalty,” says Paul Trueman, head of marketing UK and Ireland at MasterCard.
This is a consideration for all brands operating loyalty schemes. Coca-Cola, for example, recently closed down the points system on its Coke Zone loyalty website after finding that people were visiting it to win prizes rather than collect points to gain rewards. “We are therefore making these changes to ensure Coke Zone offers the type of experiences that most of our consumers want from it,” a spokesperson says in a statement.
Read the full article from Marketing Week.