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The Future of Loyalty Programs Is More Starbucks, Less United Airlines

How can you improve your loyalty program?

It’s not by tacking on more upgrades or discounts. Robbie Kellman Baxter, author of Membership Economy and speaker for our SixPlus-LA event in October, lays out the difference between loyalty programs that plateau and loyalty programs that win. Companies that are nailing it on the head, such as Starbucks, reward true customer loyalty — not frequent purchases. They’re also the ones that are collecting consumer data and using it to better accommodate their members’ behaviors.

Robbie says, “Businesses with loyalty programs need to think about how their programs remove friction from the customer experience, making it easier for members to get value for their time and money.”

Read more here.