About this paper
Traditional points-based loyalty programs are having less influence than ever. Clever marketers are focusing more on earning customer loyalty by creating a more relevant online experience.
In this conclusions paper Tamara Gruzbarg of the online retailer Gilt Groupe describes how they
- created a culture where customers are the company's biggest advocates and evangelists
- grew their membership base from 15,000 to more than 8 million
“The model works. Gilt was named by Fast Company as one of the Top 25 Innovative Companies – No. 1 in the fashion category”
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