Retailers are increasingly using loyalty rewards programs to increase customer NPS, build share of wallet, expose new products, increase basket size, etc. Marketing and redemption offers for loyalty program members is a significant investment and can be an immensely profitable activity. However, the offers that are made are often not tied to the product or customer strategy and the impact of those investments is frequently either poorly tracked or not used in improving the offers over time.

What rewards should we offer our loyalty program members either through catalogs or marketing campaigns?