CKE Restaurants executive vice president Brad Haley knew that offering big burgers and running snazzy commercials for his company’s Carl’s Jr. and Hardee’s chains earned the loyalty of its “young hungry guy” target customer. But he says the challenge of developing marketing programs to convert those good feelings into sales growth required CKE to find a way to make loyalty pay off easily. “The loyalty program has been around since the dawn of marketing, ...

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