Surprise and delight, as a loyalty strategy, brings with it an inherent sense of diminishing returns. Presenting a loyal customer with surprise perks is a proven method of building consumer relationships, but what happens when brands go overboard and, suddenly, these surprise perks become little more than business as usual?
For years, hotels have tried differentiating themselves through offering loyalty program members added value through things like free Wi-Fi, an expanded checkout window, and small gifts upon checking in. As more....