order ▁your ▁order ▁in ▁advance ▁of ▁collection ▁. ▁ ▁Lo yal ty ▁market ing ▁impact ▁Many ▁loyal ty ▁programs ▁have ▁changed ▁the ▁way ▁consum ers ▁interact ▁with ▁the ▁companies ▁from ▁which ▁they ▁purchase ▁products ▁or ▁services ▁from ▁and ▁how ▁much ▁consum ers ▁spend . ▁ ▁Many ▁consum ers ▁in ▁the ▁US ▁and ▁Europe ▁have ▁become ▁quite ▁acc ustom ed ▁to ▁the ▁re wards ▁and ▁in cent ives ▁they ▁receive ▁by ▁being ▁a ▁" card ▁carrying " ▁member ▁of ▁an ▁air line , ▁hotel ▁or ▁car ▁r ental ▁program . ▁In ▁addition , ▁research ▁from ▁Chris ▁X . ▁Mol oney ▁shows ▁that ▁nearly ▁half ▁of ▁all ▁credit ▁card ▁users ▁in ▁the ▁US ▁util ize ▁a ▁points - based ▁re wards ▁program . ▁ ▁In ▁recent ▁years , ▁the ▁competition ▁for ▁high ▁income ▁customers ▁has ▁led ▁many ▁of ▁these ▁loyal ty ▁market ing ▁program ▁prov iders ▁to ▁provide ▁significant ▁per ks ▁that ▁deliver ▁value ▁well ▁beyond ▁reward ▁points ▁or ▁miles . ▁Both ▁American ' s ▁A Ad v antage ▁program ▁and ▁Star wood ▁Hot els ' ▁Pre ferred ▁Gu est ▁program ▁have ▁received ▁industry ▁awards , ▁called ▁" F red die ▁Awards " ▁by ▁Inside ▁Fly er ▁Magazine ▁and ▁its ▁publish er ▁R andy ▁Peters en ▁for ▁providing ▁per ks ▁that ▁customers ▁value ▁highly . ▁These ▁per ks ▁have ▁become ▁as ▁important ▁to ▁many ▁travel ers ▁as ▁their ▁reward ▁miles ▁according ▁to ▁research . ▁ ▁In ▁his ▁book , ▁Lo yal ty ▁R ules !, ▁Fred ▁Reich h eld ▁details ▁the ▁value ▁to ▁customer ▁refer