To retain customers is more cost-effective than acquiring new ones. In order to retain customers you need firstly to understand their needs and build relationship with them.
Loyalty programs provide better services, usefull information to customers when they need it, increasing lifetime of products or services.
The starting point of any loyalty project is the detailed analysis of: geo-demographical, benefit-based, behavioral, evaluative, SAGA. Further to this analysis, are established customer-profile and future strategy to implement.