#519: Loyalty Lessons ex Starbucks USA – Joy Das Gupta
Let's Talk Loyalty
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Focus on Consumer Insights Over Data for Loyalty Programs
In loyalty marketing, it is crucial to prioritize consumer insights over raw data. Understanding why customers are loyal to a brand provides valuable clues for designing effective loyalty programs. It is suggested to focus on consumer research rather than loyalty-specific research. Additionally, emphasizing emotional attachment to the product or program can enhance program design. Furthermore, there are instances where it may be beneficial to consider not having a loyalty program at all.
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