7/28/2019 Making Loyalty Programs Work

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mrcne id``jj dr gfvj lunig. ]gjy mjtjrkcnj tgj prdmuits wj auy cn

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tfrhjt fnm trchhjr fitcdns fnm ajgfvcdurs tgft jnhjnmjr rjpjft

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ldyflty prdhrfk dr tgjcr iustdkjrs, tgj jljkjnts d` jfig prdhrfk frj

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wgclj plfycnh trfmctcdnfl vcmjd hfkjs. ]gcs gfs ajidkj endwn fs

hfkciftcdn. Hfkj mjschnjrs fpplcjm tgjsj jljkjnts td cnschgts

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hrjftjr jxtjnt tgfn cn trfmctcdnfl ldyflty prdhrfks. ]gj ajst d` tgjsj

hfkcjm ldyflty prdhrfks ndt dnly fmm pdcnts, ljvjls, fnm afmhjs, aut

flsd idkacnj hrjft hfkj mjschns wctg fn unmjrstfnmcnh d` ajgfvcdur

fnm kdtcvftcdn tgjdrcjs. ]d unmjrstfnm wgy fnm gdw ldyflty prdhrfks

wdre ct cs ckpdrtfnt td unmjrstfnm gdw pjdplj ajgfvj. ]gcs cs ajst

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dn tgj wdre d` Farfgfk Kfsldw fnm gcs Gcjrfrigy d` Njjms. ]gj

purpdsj wfs td cmjntc`y tgj afsci typjs d` gukfn kdtcvftcdns fnm tgj

drmjr cn wgcig tgjy hjnjrflly prdhrjss. ]gjrj frj vj njjms?

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Futdndky? pjdplj wfnt td gfvj idntrdl dvjr tgjcr wdre

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7/28/2019 Making Loyalty Programs Work

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`fitdrs njjm td idnvjrhj ft tgj sfkj tckj. ]gus, tgj ldyflty

prdhrfk njjms td aj irf`tjm cn f wfy tgft tgjsj tgrjj `fitdrs diiur

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kdtcvftjm fnm gfvj tgj faclcty td idkpljtj tgdsj ajgfvcdurs. ]gft

cs, tgj ldyflty prdhrfk sgdulm d``jr su`icjnt rjwfrms td tgj pjrsdn

td aj kdtcvftjm jnduhg td md tgj fitcdn, fnm tgj pjrsdn sgdulm gfvj

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sckplj plfyjr typdldhy wctg `dur afsci plfyjr typjs td unmjrstfnm tgj

kdtcvftcdns tgft mrcvj pjdplj td plfy?

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kdtcvftjs tgjk td ajgfvj cn f spjici kfnnjr. ]gjy njjm td aj ardfm

jnduhg td fttrfit mc``jrjnt typjs d` pjdplj, wgjtgjr tgjy frj figcjvjkjnt

drcjntftjm dr sdicflczjrs. Xgjn wj fpply Kfsldws Gcjrfrigy d` Njjms,

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Rcne jxplfcn wgft pjdplj njjm, fnm cn drmjr td sftcs`y tgjsj njjms pjdplj

frj kdtcvftjm cntd fitcdn. ]gj ajldnhcnh njjms cn Kfsldws Gcjrfrigy

idrrjspdnm td tgj sdicfl fspjit d` pfrtcicpftcnh cn ldyflty prdhrfks. ]gj

jstjjk njjms idrrjspdnm td stftus, figcjvjkjnts fnm ljfmjradfrms.

Cn tgj ifsj d` Mfn Rcnes tgrjj `fitdrs, kfstjry idrrjspdnms td pdcnts,

prdhrjsscdn fnm ljvjls, fnm purpdsj idrrjspdnms td hdfls fnm tfrhjts.

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tgrjj `fitdrs fll diiur ft prjicsjly tgj sfkj tckj.

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7/28/2019 Making Loyalty Programs Work

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Ydicfl ]jigndldhy Vufrtjrly 20

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fpply cnschgts `rdk psyigdldhy fnm kdtcvftcdn tgjdrcjs. ]gjy fppjfl

jspjicflly td Afrtljs figcjvjrs fnm eclljrs typdhrfpgy. Rjdplj frj

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pdst tgjcr run dn @fijadde fnm Rftg fnm gjfr rjfl+tckj igjjrs `dr

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