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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.
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