High-performing customer loyalty programs, while complicated to operate, have proven to be well worth the effort. Several successful airline loyalty programs have a higher valuation than the underlying airline. A recent Bain & Company survey of nearly 870 US consumers found that 63% of respondents said they make buying decisions based on loyalty programs they participate in. And since very small businesses resemble consumers in many aspects, loyalty programs have begun to spread in business-to-business markets, such as AB InBev’s program for small- and medium-sized food and beverage retailers.
