Are you loyal?

Feb 12, 2024

Hotels commonly offer loyalty programs to their guests. Do you often go back to the same hotel to enjoy rewards? I’m more the type to search for the best offers online 😉.

History of Loyalty Programs

A loyalty program is a marketing strategy designed to encourage customers to continue to shop at or use the services of a business associated with the program.

Benjamin Talbot Babbitt is likely the true creator of the modern loyalty program. Born in 1809, Babbitt designed a cheap process to make a key base ingredient of baking powder. He soon grew his business to include yeast, baking powder and soap powder. He was the first to sell individually wrapped bars of soap, with ‘Babbitt’s Best Soap’ becoming a household name all over the US. In the 1850s, Babbitt Inc. launched a program where it invited customers to cut and collect the ‘trade marks’ from packaging of Best Soap and 1776 Soap Powder, which could then be exchanged for coloured lithographs by mailing them to the company.

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