Evaluating in-house loyalty programs

摘要

Not every fuel retailer has an in-house loyalty program – and noteveryone should operate their own program, according to an analysis ofdata from 20,000 stations by GetUpside, a vendor providing an app thatrewards consumers with discounts of fuel purchases.A successful in-house loyalty program should consistently covercustomer acquisition costs. GetUpside found that on average, retailers withat least 100 stations that offer an in-house loyalty program can break evenonly if more than 10% of their customers are active in the program, spendingtwice what nonmembers do.