ABSTRACT
In this chapter we discuss the evolution and characteristics of loyalty management from its origins in the nineteenth century through the eras of the loyalty programme (1980 to 2000) and customer relationship management (2000 to today). We analyse how the information revolution has profoundly transformed marketing promotion, blurring the boundaries between price and loyalty promotion, spurring personalization and the rise of new business models and players in the loyalty management arena such as coalitions, mobile reward platforms, subscriptions and aggregators, and setting the scene for the next phase that is beginning today – the age of customer experience management.
