ABSTRACT
Value-oriented customer loyalty programmes are among the most powerful marketing tools available to marketers. Customer loyalty programmes can work for companies of all sizes. Customer loyalty programmes have shown themselves to be more effective than many other marketing alternatives. Loyalty programmes focus on very specific target groups rather than trying to reach a wide range of heterogeneous groups at the same time. Use the scenario technique to prepare for unexpectedly high or low financial requirements, secure budgets for the loyalty programme from the company's overall budget, and use all available sources of revenue. The most common reasons for closing a loyalty programme are cost explosion and non-acceptance within the target group, mostly because the loyalty programme does not offer sufficient value. Loyalty programme managers have realized that it is not the loyalty programme that is the loyalty vehicle, but what it stands for: benefits and value for the member.
