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Customer loyalty mechanics: The Eras Tour

December 02, 2023

The long-term points building systems that were once a cornerstone of these schemes are shifting to a ‘member pricing’ model, with the recent investigation launched by The Competition and Markets Authority (CMA) looking at whether the programmes are simply a way to charge customers more in the first place. If loyalty programmes were a Taylor Swift era, they have moved on from their roots as a guitar-toting stamps book to the mega-tour ubiquity era; and people are whispering… is it time to move on? Much like the Eras Tour tickets, do they offer good value for money, and how can we learn from Ms Swift when it comes to lessons from the past?

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