If some of the techniques we have discussed today have limitations, then what role should loyalty schemes play in cultivating loyalty?
Barnes: Loyalty schemes must be seen for what they are — not “loyalty” programs at all but rather programs to drive repeat business. As the latter they are generally successful, in that they tend to bring people back again and again, not because they are emotionally loyal, but because they want the rewards. So, they are more accurately termed “rewards” programs.
