WVU Marketing Communications Today

Are Loyalty Programs Doomed?

July 15, 2021

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The marketing world has embraced loyalty programs ever since the launch of the American Airlines AAdvantage program in 1981. But these transactional rewards programs are headed for the trash heap, says our guest Ajay Row, a longtime authority on retention and loyalty, based in Mumbai. Join us to learn the strategy behind loyalty marketing programs and the strategy that is likely to replace them. The key lies in figuring out who’s valuable to you, what’s valuable to them, and how you can deliver and extract more value in the relationship.

About our Guest:

G. Ajay Row

Entrepreneurial executive with 35 years’ experience in data-driven, digital, loyalty, analytics and CRM across a variety of industries and several countries. Launched among the first CRM, loyalty and data-driven marketing programs globally in the 1980s, have since implemented programs across 65+ countries. Built several companies, two to exit, and numerous case studies. 11 years with the Taj and then the Tata Group responsible for CRM. 5 years at ITC. Full-time consultant for several years.


WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

West Virginia University Marketing Communications 

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