Loyal to a Fault? Tips to Make Your Loyalty Program Shine

In explaining soft benefits, Brohaugh noted that marketers should make customers feel they’re getting something for their membership, a special privilege.

Hlavinka cited Best Buy’s loyalty program, which offered members the chance to buy tickets to a concert by Sting before they were put on sale to the general public. Even though the program’s members still had to buy the tickets, they were given special access to their availability without having to wait in line or spend the day on the Internet or phone trying to buy them.