Customer Loyalty Programs in Retail Environment

Abstract

Customer loyalty programs are almost integral part of any retail marketing strategy. It is a readymade concept rather customized. Paid or
unpaid, better to say most of the industries copied and cooked the concept from one another without establishing the objectives and outcome
measurement. It is well quoted that, „what you can‟t measure, you cannot manage‟. Loyalty is a sustainable commitment shown by the
customer by his buying behavior. There are various types of loyalty programs but their features are almost similar. The size of loyalty
program is significant but how they are effective in achieving objectives need to be evaluated.