Marketing Maven Says Loyalty Programs are Worth the Investment for Manufacturers

Contractors and other industry professionals weigh factors such as price, reputation and availability when purchasing products for commercial or residential jobs.

When all things are relatively equal in the buyer's mind, an incentive can swing a product purchase decision one way versus another. But buyers report that the incentives have to be worth their while and that obtaining — and keeping — their loyalty can be a tricky balance of offering enough value to tip the scales in their f

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