Customer loyalty is a key aspect of branding as well as increasing a retailer’s sales and profits. For this reflection, identify a customer loyalty program for a retailer. Briefly describe the retailer (include its history, annual revenue or other pertinent financials/rankings, employee structure, product offerings, etc…) and then explain the loyalty program (e.g., What is the sign-up process? Is there a fee? What are the benefits? Does it use gamification/competition?). Finally, locate a friend, family member, or classmate that is a part of the loyalty program for this company and “interview” them about their experience. YOU CANNOT “interview” yourself.

Some questions you could ask include:•

What motivated you to sign up?•

How long have you been a member? What have you earned/received from your membership?

•What do you see as benefits of the program?•

Does being a member of the loyalty/rewards program change your buying patterns (e.g., Would you drive across town to shop at the store for the benefits?)?

•What would you change/improve?