Why is loyalty important?

Why are there no major women/mom focused sites with loyalty programs built in?

• I've been researching loyalty programs and have found that women are more likely to join and participate (think grocery stores, department store cards, credit cards, etc.) but there don't seem to be these types of loyalty programs for online women-focused services like Babycenter, http://Glam.com, cafemom, ivillage, http://babble.com, etc. Any ideas why none of these sites have incorporated these types of rewards programs?

• Answer:

  There are 2 issues here: Why do loyalty card providers not target women specifically? I think the answer is that it should reward the best customers, not the best targets. It might actually make more sense to target men, as they are under-represented. Why do women specific sites not offer rewards programs? They might not have the scale or business model to suit this. They could collaborate with retailers who do such things, this will happen one day.