In a world where tribal marketing is becoming more competitive by the minute, for the desperate land grab of customers, reward schemes and loyalty cards have become prevalent. But, are businesses thinking these through. Yes in a board meeting it makes perfect sense to group your customers together and give them a shiny piece of plastic and label them as part of the elite few who now qualify for extra benefits. Sounds great? Yes, but what happens when the market changes, or the scheme unravels and it doesn’t financially stack up. BA (British Airways) recently announced an expiration date on their Airmiles. A caveat put in place to protect the business, which ended up having an adverse effect, putting more strain on the airline. What… Read the Rest »