is well known that a company's best customers are its existing customers.
Yet it is surprising how few companies spend the appropriate time and
money maintaining these relationships. This was a pioneering program in
partnering and loyalty marketing.
restaurants in 20 major markets across the USA were recruited to sign
contracts that would give Citibank's MasterCard and Visa
cardmembers a 20% discount on the entire dinning check for cardmembers
and their party (excluding alcohol).
There were no messy, tacky coupons, only an elegant CitiDining
card that was proffered discretely at the conclusion of the meal.
The program ran for five years, one of the longest running, non-travel
related loyalty programs. This gave Citibank an additional
weapon to win the "War of the Wallet" and create a unique brand
image in the commodity oriented bankcard market.