Love Those Loyalty Programs: But Who Reaps the Real Rewards?

At American Airlines’ AAdvantge e-shopping site more than 200 vendors -- including Bergdorf Goodman Home Depot and Petco -- offer bonus miles to shoppers. At the Apple Store a dollar spent earns one mile while Hallmark pays 10 miles for each $1 in sales. Continental’s OnePass program allows members to earn two miles for every $1 paid for electricity from Gexa Energy of Houston. The list goes on. But while the number of programs is increasing they don’t always provide a big payout for all their participants according to Wharton marketing faculty.

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