"If you want to sell across lines, this is the model you need, " Sarner says.
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True loyalty, Sarner says, means getting increasing amounts of information from a customer who's happy to give it in return for a benefit.
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"Points for the sake of points is just buying off the customer, it doesn't drive loyalty, " says Gartner Research analyst Adam Sarner, who tracks customer loyalty programs.
FORBES: Loyalty Programs Lose Points With Shoppers