Q

Coalition loyalty programs: How can SMBs benefit?

Expert Michael Lowenstein explains coalition loyalty programs and how SMBs can benefit from them.

Can you explain how coalition loyalty programs work and what the benefits are for small and medium-sized businesses (SMBs)?
Coalition loyalty programs are sets of customer benefits coming from multiple sources (air miles, concierge services, gifts, etc.) and offered to program constituents. For an SMB, the benefit to supporting a coalition loyalty program is that they can offer more attractive and cost-effective benefits to customers with the support of other businesses, rather than setting up a loyalty program independently.
This was first published in February 2008

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