At the risk of appearing too negative regarding your question and situation, I've attached a draft chapter from my new book. Part of the chapter addresses 'fuzzy value propositions' as generated by so-called loyalty programs and other viral marketing devices. Your question is really one of developing segmented, micro-segmented, and individualized programmatic value, as perceived and desired by customers; and, unlike Tesco in the U.K., for example, most of these retail loyalty programs endeavor to kill ants with cannons, offering little differentiated, personalized value. Regards.
Dig Deeper on Customer loyalty and retention
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