This article in MediaPost discusses the differences between men and women in how they define loyalty programs.

Discussion Questions:

  1. How many loyalty or frequency membership cards do you have? How many do you use regularly?
  2. How do you define loyalty programs?
  3. Do you agree that men and women look at loyalty programs differently?
  4. Do you believe age makes a difference in how loyalty programs are viewed? Why or why not?
  5. Is brand loyalty important to you? Why or why not?
  6. The article identified six loyalty segments. Which segment would you fit into? Explain why.

About Dr. Ken Clow

Co-author of textbook.

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