The importance of customer retention has led to approximately two-thirds of marketers implementing some kind of loyalty program for their customer base. In the wholesale side of our industry, there are volume-buying programs that lead to better pricing levels, and some distributors will pay freight for customers if individual order amounts exceed a certain dollar target. These programs are all implemented in an effort to build brand loyalty and to keep customers coming back. As a customer frequents a specific business more and more, a level of trust gets established that cements the bond between the customer and the business. Loyalty programs take this a level farther by making a customer feel as though they get added value.