Two days ago we posted an article examining, among other things, the effects and possible reasons for such a decision. Because this change affects 87 Million people, it is, we believe, a loyalty event worth examining. As our Editor in Chief, Rick Ferguson, pointed out – Walgreens’ move is a common one in the loyalty industry, and is usually accompanied by a predictable social media backlash and a bevy of marketing pundits who will declare points-based loyalty programs no longer relevant in today’s digital, experience-driven marketplace. The truth is that there are often sound reasons to reduce points expiry dates – and in some cases, the move can actually benefit members.
Today, Bill Hanifin, COO at The Wise Marketer, offers perspective and a look ahead to what other brands can expect.