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In a world where brand loyalty can be elusive, more and more brands that don't traditionally operate loyalty programs-or have never offered one-have come to realize that, now more than ever, a strong loyalty marketing plan is paramount.
The latest, is StubHub, the world's largest online ticket marketplace. It has debuted Fan Rewards, a comprehensive free loyalty program that goes beyond the typical points program to include unique experiences like suite nights, seat upgrades, parties and meet and greets. StubHub said its program is the first of its kind in the ticketing industry.
"We have high brand awareness, and high brand affinity, however, we want to have a long relationship with our customers, so we are working towards high engagement," Ray Elias, chief marketing officer of StubHub, said. "The best StubHub experience is quick and easy. That doesn't give us much opportunity to engage with most of our customers. We believe there is a massive opportunity to provide a great experience around...