Loyalty programs – consumers encounter them everywhere. Stay 5 nights at a hotel and get a 6th night free. Spend $150 on groceries and pick up a free turkey on the way out of the supermarket. These programs have proven to be an extremely popular marketing tool and the typical U.S. household belongs to about 12 customer loyalty programs. But they can also be costly, especially when consumers stop being so loyal. Is there any way for a business to win in this situation?