A multi-industry executive with experience across the United States, John B. Richards is the former chief executive officer of the Joint Corp., a chiropractic network headquartered in Scottsdale, Arizona. At several points in his career, John B. Richards helped drive business growth and brand loyalty via loyalty programs.
In marketing circles, loyalty programs are one of the most commonly used strategies for building a regular customer base and attracting new customers. Customers join loyalty programs because they want to establish a relationship with the company in question, so long as there is additional value beyond a single transaction. As such, loyalty programs must provide access to new products and service offerings. Loyalty programs may also provide incentives for members to engage with new offerings.
Convenience also plays an important role in customer loyalty programs. Companies can improve convenience by offering services such as online payment and express pickup, which saves customers time and creates an overall positive experience.