Patricio Robles says, “Loyalty programs are everywhere.

But while a recent study (PDF) conducted by Bond Brand Loyalty and Visa found that these programs appeal to the majority of consumers, actually building loyalty requires more than just the launch of any old program.

Here are six tips for brands looking to build successful loyalty programs.

Don’t overplay the discount card

Discounts are a common part of loyalty programs and probably always will be. But just as discounting outside of loyalty programs isn’t always effective, discounting inside loyalty programs isn’t always effective either.

For example, when a loyalty program provides a discount to a customer already likely to make a purchase, the program really isn’t engendering loyalty and moving the needle.

Find ways to make members feel special

Consumers are increasingly demanding experiential rewards from loyalty programs”.

Six tips for loyalty program success

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