The light at the end of the Covid-19 tunnel. As countries start the process of emerging from lockdown, many C-suite executives will be struggling with challenging cashflow positions and your loyalty program may still run the risk of being deemed ‘non-essential’. So, we felt we needed to go further than offer well-meant advice.

Covid-19 is continuing to cause chaotic and challenging business conditions where many industry sectors are forced to close, suspend or modify their trading options. But now is the time to invest in your loyalty strategy. Rather than reducing focus and suspending elements of your loyalty program, this is the time for vigorous planning and innovative programme design so that companies are in the prime position to cash in on the tsunami of pent-up demand that will follow when the virus has passed.