PT - JOURNAL ARTICLE AU - Brian Wansink TI - Developing a cost-effective brand loyalty program AID - 10.2501/JAR-43-3-301-309 DP - 2003 Sep 01 TA - Journal of Advertising Research PG - 301--309 VI - 43 IP - 3 4099 - http://www.journalofadvertisingresearch.com/content/43/3/301.short 4100 - http://www.journalofadvertisingresearch.com/content/43/3/301.full SO - J Advert Res2003 Sep 01; 43 AB - What makes a brand loyalty program successful or cost-effective? Interviews of 41 managers of brand loyalty programs were conducted to establish the best practices for such programs. Following this, a study of 132 brand managers and a study of 643 consumers jointly show that brand managers may overestimate the importance of targeting heavy users (or frequent users) and may underestimate the importance of inexpensive reward programs. In reality, low and moderate reward programs that target light users may generate higher incremental sales and may tend to be more profitable than is generally expected.