There is an important take-away for every retailer who engages in continuity and loyalty programs. Even the best programs have a shelf-life. Over time, even the most effective consumer offerings can lose their punch and appeal to the shopper. Moreover, their existence over a period of time, becomes more of an entitlement than a benefit, thus producing increasing costs for the retailer without the benefit of the necessary incremental behavior needed to create a positive ROI.
Before starting any campaign or program, have an exit strategy that provides a smooth way of ending or changing the program without alienating the shoppers who have participated.