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Companies Moving Rewards Programs Online

Direct Marketing News, Thursday, September 8, 2011 9:30 AM

Companies like CVS, Rite Aid and Dunkin' Donuts are moving their rewards programs online to cut costs -- such as postal prices -- and follow customers. "People are online spending, so tying rewards to places like Amazon.com and Zynga and enabling them to use reward points by clicking a button makes it much easier," says Elizabeth Crosta, VP of public affairs at American Express. "Ultimately, for us, the more people redeem, the more customer loyalty we create."

While Dunkin' Donuts does not yet let customers redeem points online, people can use the chain's website to register their loyalty cards, monitor their points and earn double "Dunkin' Dollars" when they opt to have their prepaid Dunkin' Donuts cards automatically replenished through their bank accounts.

Read the whole story at Direct Marketing News »

loyalty, online, retail

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