Advance planning models in managing coalition loyalty programs

忠诚度奖励计划（LRP）是旨在奖励客户重复购买行为的营销计划。虽然提供这些服务是有成本的，但它们最终对公司有利。它们有助于吸引新客户，并培养和鼓励与现有客户的长期关系。因此，LRP近年来在一系列行业中越来越受欢迎。世界各地继续建立新的机构，现有机构继续进行改组。AEROPLAN®是加拿大首屈一指的LRP。它报告说，其计划中有460万活跃会员，是一家拥有75多家合作伙伴的合资企业。2012年和2013年，Aeroplan奖励的赎回成本估计为13.82亿美元。Aeroplan是联盟忠诚度计划（CLP）的一个例子，这是最复杂的忠诚度系统，包括会员注册规模、收集积分的客户来源多样化、奖励产品多样化以及运营成本和风险。管理如此复杂的系统需要先进的解决方案技术。

Loyalty reward programs (LRPs) are marketing programs aimed at rewarding customers for repeat buying behavior. While there is a cost in offering them, they are ultimately beneficial to the firm. They serve to attract new customers, and to nurture and encourage long-term relationships with existing customers. Hence, LRPs have grown in popularity in recent years across a spectrum of industries. New ones continue to be established worldwide and existing ones continue to be restructured. AEROPLAN®, is Canada’s premier LRP. It reports 4.6 million active members in its program and is a joint venture with more than 75 partners. The cost of redeemed Aeroplan rewards is estimated at $1.382 billion for 2012 and 2013. Aeroplan is an example of a coalition loyalty program (CLP), the most complex loyalty-based systems, in terms of the membership enrollment size, diversification of customer sources for the collection of points, diversification of reward offerings, and operating costs and risks. Managing such a complex system requires advanced solutions technologies.