I've tried offering a loyalty card to my customers and clients, but noticed how some of my best customers went crazy for it and used it all the time. But then again, they were already crazy for my business, and I ended up just giving them free stuff for doing what they were already doing!
So here's what I came up with
OFFER - be certain your offer is enticing and strong enough - every sixth free sounds great - every tenth 10% off sounds a little sucky... Be generous once you get over the line...
SATSFACTION - Make sure you are getting your service right in the first place before you start going crazy for loyalty - if you're not performing the basics it's highly unlikely they'll be falling over themselves to be coming back for more of your shenanigans.
Trying to nail those floating customers who are sort of in and then you don't hear from them for months before they buy again is what it is all about.
What are your experiences? Add you suggestions and help us all out, cause it is so easy to get these kind of things wrong as we all saw with the Subway experience.