When operating in industries where products can be perceived as commoditized, i.e. with minimal differentiation and loyalty to a specific brand, incentivizing desired behavior goes well beyond the end user. It relies on a company's understanding of each member of the sales "chain", and its ability to target each channel with unique and relevant incentivization vehicles and programs to drive desired outcome.
We divide the process of loyalty program creation, implementation and execution into four stages: mapping, planning, implementation and operation. This post will discuss the first stage.