This session explores the role of incentives in shaping customer behavior. We examine a range of programs, from the neighborhood deli’s simple punch card system to Starbucks’ highly personalized daily offers. We also analyze the case of Blockbuster, a company with a successful loyalty program that ultimately couldn’t prevent its downfall. Through these diverse examples, you’ll gain insights into the strategic use of incentives, including the importance of using “cadence” and “thresholds” for launching effective customer engagement programs.
