PRLoyalty - Carrie Wernick Public Relations BUS/COMM 293-02...

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Carrie Wernick Public Relations BUS/COMM 293-02 Dr. Pashkevich Do Loyalty Programs Make You Loyal? December 4, 2009 Customer loyalty programs have been expanding tremendously as time progresses, but do they really make customers loyal? These programs are believed by firms to be a successful method towards achieving success and to put them a stem ahead of their competitors. “Statistics show that more than 75% of consumers today have at least one loyalty card, and the number of people with two or more is estimated to be one-third of the shopping population” (Wharton 2006). Although such evidence proves the popularity of loyalty programs, statistics do not prove the satisfaction from households. As a consumer, I enrolled in two of the top loyalty programs and analyzed such strategies that captured my interest. After receiving e-mails each day from the months of September until the beginning of December, I can accurately give a first hand view of a consumer. I first signed up for the Neiman Marcus InCircle program. Although I am impressed by the company’s upscale merchandise, I chose this program also because of my admiration of Stanley Marcus’s intelligent business mind. Ellen Reid Smith, the president of Reid Smith & Associates and rater of customer
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loyalty programs notes that Mr. Marcus’s intelligence can be recognized by his ability to “[incorporate] branding, customer service and promotions into a
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PRLoyalty - Carrie Wernick Public Relations BUS/COMM 293-02...

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