Earning loyalty in an altered marketplace demands personalized attention
When Walt Disney Studios first developed the Disney Movie Insiders program it typified the quintessential loyalty initiative: Designed primarily for consumers of its in-home DVD and Blu-ray market, the program strictly rewarded Disney fans with points for their purchases.
But, like many loyalty program creators across industries, Disney questioned whether awarding points in such a narrow fashion truly engendered loyalty. Moreover, they wondered were they even rewarding the right behavior?
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