"If you want to sell across lines, this is the model you need, " Sarner says.

FORBES

True loyalty, Sarner says, means getting increasing amounts of information from a customer who's happy to give it in return for a benefit.

FORBES

"Points for the sake of points is just buying off the customer, it doesn't drive loyalty, " says Gartner Research analyst Adam Sarner, who tracks customer loyalty programs.

FORBES: Loyalty Programs Lose Points With Shoppers