• DM News, Monday, April 5, 2010 8:23 AM

Many brands and retailers have been improving their loyalty programs during the recession, making them more attractive to consumers looking for a deal and hoping to maintain their dialogues with existing customers, Nathan Golia reports.

Target and Best Buy are among the big box chains that are offering additional rewards and discounts. "We're currently testing a new rewards program in select markets that offers guests a percent off all purchases made with their REDcard," says Target spokeswoman Leah Guimond. Best Buy has introduced a high-value tier that gets additional benefits in its Rewards Zone program.

Hilton, meanwhile, has been cultivating new customers by reaching beyond the traditional frequent traveler to attract casual tourists by "being more active with promotional activity, both added-value discount offerings and loyalty program offerings," according to Jeff Diskin, SVP of brand management and marketing at Hilton. And some marketers who have eschewed loyalty programs in the past, such as printer manufacturer Epson, are reconsidering.

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