Setting up a loyalty program

The complexity of the program you offer determines the solution you need. The points program at TriathlonLab.com (http://triathlonlab.com/store/customer/pages.php?pageid=3) is clearly more complicated than an e‐mailed promo code from Guaranteed Fit Tango Shoes for 15 percent off future purchases (www.guaranteedfittangoshoes.com/scripts/akmod/repeatcust.asp).

Some loyalty programs require a paid membership, while others are free. Your target audience and marketing strategy determine whether you should offer a discount for price‐oriented consumers or another motivator.