Loyalty Programs

It’s nice to get a wee treat if you’ve had a bad week: Consumer Motivations in Retail Loyalty Scheme Points Redemption
May 1, 2009
Research into loyalty schemes focuses primarily on business (strategy) rather than consumer perspectives. This paper investigates consumer motivations in retail loyalty scheme points redemption, through a qualitative study of participants in a major UK retail loyalty scheme. Academic research tends to neglect investigation of points redemption, despite its probable significance to consumers and certain value Read More