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Case Study: Customer Loyalty Program Development

A consumer media company was rapidly losing market share to online players. Yet the management team felt it had a unique market niche and a valuable customer base. How could the company keep those customers engaged and, more importantly, loyal? Could a loyalty program like those in the airline and drugstore businesses help?

BTG connected the company with a marketing executive who had spent her career crafting loyalty programs across the travel, hospitality, and consumer services industries. She worked alongside the head of marketing and a number of cross-functional teams, spearheading analyses and anticipating potential systems and operational challenges.

From the program’s initial development to its implementation and post-launch management, she offered quick analysis and valuable insights. The program launched on time and on budget and has subsequently been credited with helping to reverse the company’s unstable financial trajectory.

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