Coalition loyalty programs have been suffering lately. Since their beginning coalition programs set out to create a single loyalty program that connects multiple retailers and brands throughout various industries. The thought behind these programs was if one loyalty program could be used throughout multiple brands that would help the whole and get more customer loyalty across all participating brands.
But recently things do not look like they are working as intended and coalition programs, like the Plenti® program, have an uncertain future. With multiple brands deciding to branch out and create their own branded loyalty program, it looks like coalition programs are nearing the end of their days.
So, what lessons can be learned from the rise and fall of coalition loyalty programs? […]