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When many people think of loyalty programs, points cards and coupons, they think of retail department stores. This is because many consumers’ first interactions with loyalty and rewards are in the form of a store credit card or in-store rewards card. Kohl’s, a large department chain retailer that has over 1,160 stores nationwide and with JCPenney, Macy’s and Nordstrom, is known for its competitive pricing and cause-centered fundraising with Kohl’s Cares.

All of Marketing is caught up in ‪#CannesLions —but what’s the celebration really about? When we say that ‘All Marketing is Loyalty’—we mean it. Every step in the loyalty lifecycle that begins with acquisition and *must* continue in the form of an ongoing relationship, are equally important. Brands who do well by their loyal customers, offering them new and innovative experiences, are more profitably succeeding - if those experiences are good, they will tell others for you. We see this ideal in the submissions for this year’s Direct Lions and we are offered a close up look at what triggers bonding with a brand beyond the monetary.

You’ve designed a brand-aligned and customer relevant loyalty program. You’re excited about how the program will help you acquire, retain and engage customers in a long-term relationship. Now what? It’s time to turn your strategy into reality. How do you ensure that you’re successful? What important goals do you need to set? Who needs to be involved? After 15 years of successfully implementing and operating loyalty programs, I continue to rely on these 7 success factors.