CVS Health
Questionable 'rewards' programs don't buy customer loyalty

To the editor: Regarding David Lazarus' article about rewards at CVS, I think rewards programs are generally confusing and tedious and miss the whole point of honestly gaining customer loyalty through more meaningful criteria. ("Why doesn't CVS clearly define its ExtraCare rewards for customers?," Column, Nov. 17) The best reward is a fair price and welcoming, professional customer service. Nordstrom does this very well, as do others. Retailers need to "earn" loyalty by delivering on core values rather than attempting to "buy" loyalty with often complex and unrewarding presumed discounts. I would like to see companies once again compete on price,...