These two topics are completely different, and here’s why.  Loyalty, the quality of being loyal to someone or something.  In our daily business routine we sometimes focus so much on loyalty, and lose sight of the income or profits.  Our expenses and market strategies may not generate the bottom line profits we seek.  In business, its paramount that are outlined strategies and expenses a-line with our profit margins.  With that being said, I understand as a successful business, we must spend money to retain new loyal customers.  But, here the tricky part, our loyal customer will come in with or without an incentive.  Don’t misunderstand what I’m saying, but understand and measure those results, did my marketing piece drive in more customers’ or would the same amount having not marketed to them be the same.  Analysis must be performed with everything and tracked.  You can’t fix what you can’t measure…