Whichever maxim you believe, retaining customers is important for every business. Of course, you have to start with good customer services, quality merchandise, and perceived value. But in the cutthroat competition of cyberspace, it doesn't hurt to give people one more incentive to return. That's what a loyalty program does.
Rewards might be points earned toward a free gift, a discount on future purchases, free shipping, an entry in a drawing, first access to new or exclusive products, or whatever is appropriate for your target market and business.
Think about how much you can afford to offer as a loyalty award. When you include the cost of awards in your cost of sales, consider what happens to your break-even point and profit margins. If you're in the enviable position of being the sole supplier of a unique product, maybe you don't need a loyalty program - quality and service are enough for repeat business.
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