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Restoration Hardware joins trend of charging customers for loyalty program

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To be effective, a loyalty program has to have perceived value. Customers want to know they aren’t getting the same offers as everyone else. The RH Grey Card makes that clear. Pam Danziger, president of Unity Marketing, said that brand loyalty can’t be bought with more points or discounts. “The free design services and other service-oriented offerings are where these emotional connections will be made,” Danziger said. “Brand loyalty is an emotion.” “Welcome to the future,” said Marshal Cohen, senior analyst at the NPD Group. “Retailers have figured out that if they give us additional value, we’re usually willing to pay for it.”

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STAR TRIBUNE 3/29/2016

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