JustGold membership

Companies are kind of obsessed with launching loyalty programs or frequency programs of all kinds. A typical consumer may be members of like a dozen of VIP clubs. Sometimes I doubt the effectiveness in increasing frequency and building loyalty. First, there are just too many and it's hard to turn it into a competitive edge. You invest time and money on coming up with a VIP club and your competitor can react with the same. Second, such VIP club may not be suitable for any category. Like JustGold, purchase is rather infrequent anyway I suppose. What's the point ?


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