Excellent overview of the ancillary race to the bottom. Your thought of paid 'membership' is very interesting. One key area I've found in building loyalty strategies is take a close look at the customer continiuum's next (under the top 15%) 40% or so. It's this group that most likely has descrietionary spend that might be captured with stronger loyalty. A component for this group along with top revenue generators might be to consider is stock shares of those companies that are publically traded. Who's a more loyal customer than a customer? My thought is being an owner would raise the barrier to switch.
Excellent overview of the ancillary race to the bottom. Your thought of paid 'membership' is very interesting. One key area I've found in building loyalty strategies is take a close look at the customer continiuum's next (under the top 15%) 40% or so. It's this group that most likely has descrietionary spend that might be captured with stronger loyalty. A component for this group along with top revenue generators might be to consider is stock shares of those companies that are publically traded. Who's a more loyal customer than a customer? My thought is being an owner would raise the barrier to switch.