American Airlines Marketing: When a Loyalty Program Fails
I received the following email offer from American Airlines. “Your AAdvantage Gold status expires today! Not to worry — we are pleased to offer you the opportunity to renew your Gold membership now so you may continue to enjoy exceptional benefits, Renew your Gold Status for only $649.”
When a company asks their long-term customer to pay them for the “privilege” to be a member of a loyalty program — it has the inverse effect. Moreover, Gold benefits are not worth $649.