From Forbes:

One of the fundamental principles of good business is that if you treat your customer well, they’ll keep coming back for more. And those loyal customers are much more profitable over the long run than if you have to keep bringing in new ones to replace the dis-satisfied ones who fired you.

That was the original idea behind loyalty cards. They would give customers points for returning to buy from you and after the consumer had accumulated enough of them, she would get a valuable prize. And that good feeling would keep the customer coming back for more.

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