It is quite common approach to the education of loyalty, based on the integration of discount or bonus offers various non-competing Companies in the same program. Last, the most detailed example – funded card 'Raspberry', combining the proposals of 11 companies. Starbucks does not necessarily agree. 'All you need – just to be with us. " Under this slogan, 'Raspberry' hidden essence of a simple loyalty from the perspective of the organizers, the usual irony nedodumannosti. 'To Be loyal to your need,' No, relations are not. An old idea of 'loyalty clubs' is to accompany, rather than direct consumer choice. Swarmed by offers, Jim Umpleby is currently assessing future choices. As in the analysis of consumer behavior of a single person is a coalition of Japanese restaurants with average check $ 70 and the hard discounter retailer (a real case of life)? The probability of such a union benefit to the consumer tends to zero, but the organizers managed to negotiate, so – the project will live! A consumer? 'All you need – just to be with us. " Ideal configuration coalition program should reflect the lifestyle buyer, include the usual shopping place for him.

Many retail and service companies are not clearly positioned in the market that allows you to track with some accuracy the consumer landscape of different segments. The first thing to consider is geography. With the help of quantitative research can determine the specific preferences of customers and offer different groups different coalition program. In this case, beneficiaries will be all parties and that is the goal of coalition loyalty program.