Steve Yastrow, over on the Tom Peters site, asks if a bribe can lead to loyalty and whether 'loyalty programs' can deliver loyalty.
Well, Duh, as you Yanks like to say (I prefer 'D'ohhh' a la Homer Simpson, but not quite the same meaning, is it). Anyone who's been paying attention for the past few years - and apparently that's not a lot of people - could have told you these basic marketing rules:
1. Sales promotions are designed to create a short-term sales spike or smooth out seasonal dips in sales. They are a tactical tool.
2. In response to the perceived need for 'customer loyalty', sales promotions suddenly got dressed up in new clothes. Give the program a card for customers to put in their wallet, stretch the timescale out so it lasts, say, all year round. Call it a loyalty program and what have you got? Well, to borrow from a political debate in the US at the moment, you've got a...




