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Do upscale consumers value loyalty and rewards programs?

January 13, 2011

 

By Elizabeth Zelesny

Screengrab of Bloomingdale's insider rewards programWhen it comes to luxury marketers, properly rewarding a loyal customer without damaging the brand image could be challenging.

All in all, affluents do value rewards programs, but they do not feel like they have to be bribed by a luxury brand that they love. Affluents understand that they are paying for quality and the term "rewards" means something different to them than it does for other consumers.

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