Many online retailers do a great job of making basic browsing and searching effortless by offering personalized recommendations at the right point in time, and ultimately enabling an expedient check out. But not enough of them go above and beyond when it comes to rewarding extended loyalty. Free shipping has become table stakes, and while no one will frown on discounts, they don't elicit unexpected surprise and delight. Here are two fundamental principles that are essential for any program that aims to provide a fair value exchange to reward customer loyalty: Principle 1: Be customer-centric Most rewards or loyalty programs suffer from being too focused on all things internal instead of putting customers first. By helping to transform underperforming programs into more engaging ones, I have identified a few easy steps that apply universally to any company's program, regardless of the industry. Get the full story at iMedia Connection