Learning_Journal.docx 2-2 Learning Journal: The Wharton School Knowledge@Wharton Selec

Learning_Journal.docx    2-2 Learning Journal: The Wharton School Knowledge@Wharton  Selected Article: How Retailers Can Salvage Customer Loyalty  The article talks about customer loyalty programs. These programs are meant to keep customers loyalby rewarding them with incentives to shop at the retailer. It™s like an ecosystem. Once a customer is in the ecosystem and spending money and then receiving points or rewards that customer must then return to the store (either Brick and mortar or Click and Mortar) to œspend those points. My wife is a fan of Kohl™s and their Kohl™s cash because it feels like free money. It isn™t but it is kind of neat to be able to go into a store and œbuy something with œmoney that is only legal tender at Kohl™s. The best about Kohl™s cash is you don™t have sign up and everybody gets it and it is easy to use! When done well loyalty programs actually can make a customer feel like they are being rewarded for shopping at a retailer. It works with my wife. The article talks about loyalty programs and how they are not a guarantee of customer loyalty, especially if a shopping experience is not a good experience. If the store is dirty, staff are unhelpful or sparse, products are out or any other valid complaints then these conditions or experiences will not engender loyalty with or without a loyalty program. This seems to be especially true during corona virus. People have flocked to Online retailers and have been less understanding given known, widely publicized supply line probl