EasyJet’s decision to trial a loyalty programme that rewards frequent flyers with perks and dedicated services may baffle those that think such schemes are only useful for gaining new business or tempting back lapsed customers. In EasyJet’s case, leisure passenger repeat bookings are up 50 per cent from 2010 and business passenger repeat bookings are up 62 per cent. Customers are already flying with EasyJet and flying more often, so why does the airline believe a loyalty programme is necessary? Such a question fundamentally misunderstands the role that loyalty schemes should play. They should never be a replacement for flawed value proposition, but instead play a complementary role – brands should be rewarding loyalty having already earned this through other aspects of their customer-focused service. Unfortunately, treating loyalty programmes as a substitute for a compelling value proposition is just one aspect of how these schemes are too often flawed. Get the full story at The Drum