The first question that should be asked before a loyalty program is implemented is the following: how much will it cost, i.e. what is the actual value of the customer whose loyalty is at stake? The value amounts to the profits the customer can generate. It is estimated by applying the indicator referred to as the Customer Lifetime Value. It enables initial segmentation and selection of valuable customers that qualify for the loyalty program.

Therefore, the costs involved in activating the loyalty program may vary. Importantly, a loyalty program can be adapted to virtually any enterprise in terms of operation and expenses. The costs of implementation and operation of loyalty systems include:

• Customer cards
• Lease or purchase of card terminal
• Operation of the program
• Prices of bonuses and gifts
• Providing employees with training in using the system (not always necessary)

It must be remembered that the costs depend on the number of users, which may be changed and adapted to the current needs of the company.

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