Marketing Currents - Business and Marketing Current Events

Domino’s upgrades its loyalty program


Domino’s customers will soon be able to earn points quicker and redeem them earlier under changes the Ann Arbor, Mich.-based pizza chain announced on Tuesday.

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Discussion Questions:

  1. What is brand loyalty?
  2. Why is brand loyalty important in business?
  3. What is a loyalty program?
  4. How might loyalty programs help businesses to build brand loyalty?
  5. How might that demonstrate the concept of consumer behavior?
  6. Are you a member of any loyalty programs?
  7. If so, what benefits are associated with the program?
  8. Which loyalty program do you think offers its customers the best benefits?
  9. According to information from this story, what is Domino’s doing to upgrade their loyalty program?
  10. How might those changes help to encourage more customers to sign up and participate in the loyalty program?
  11. How will Domino’s benefit from more people participating in the loyalty program?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.