Finally, someone is getting it right. I've long complained about "rewards programs" that require an up-front payment just to join.
I just received an email from Borders, announcing the new Borders Rewards program. The tag line reads:
"Membership is free, because rewards shouldn't cost you a thing."
Borders has taken the bad rap of pseudo-rewards programs and used it to their advantage. As I wrote here, you don't have to be a mind reader to figure out how to connect with your most loyal customers. What's amazing is that it's taken this long for someone to figure it out.