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Evergreen by Alan Weiss, Noah Fleming

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CHAPTER 7

Getting Loyalty Programs Right

Building a Tree House and Letting Your Customers Climb to Reach It

“I’ll take three chicken burgers, four beef burgers, two pork chops, and half a pound of bacon.” Not bad for a trip to the local butcher. The clerk asked me my last name, pulled an index card from a shoebox, and told me I’d be saving more than $15 on today’s purchase. But that wasn’t all. I had just earned access to the infamous Carnivore Club! She asked for my e-mail address and said that within a few days I’d start receiving exclusive offers, promotions, and discounts only for Carnivore Club members. (Apparently my total dollars spent over the past few months had reached a certain threshold and so I was given a key to unlock a new and ...

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