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Customer loyalty is so highly sought after that businesses are willing to pay customers through rewards programs. In theory, these programs keep customers coming back to a company so that they can build upon their rewards. However, the problem with rewards programs is that they really don\u2019t address why a customer is loyal to a brand or product. Loyal customers at Company X would make their purchases at Company X anyway. So rewarding these shoppers for making a purchase they would\u2019ve already made doesn\u2019t do much to build true loyalty.

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