The implicit promise of a partnership in a loyalty program (LP) is that the partners will gain new customers and the LP will reinforce the loyalty to focal partners. Although customers may be encouraged to cross-purchase from partners (which may create positive synergies), they can also switch among partners without forfeiting rewards (which may lead to the cannibalization of sales among partners). To explore these cross-partner effects, we analyze the evolution of customer purchases in a partnership LP across 33 partners from 16 industry sectors. We find that cannibalizations arise more frequently than synergies among partners, contributing to a “rich-get-richer” effect for high-penetration partners; e.g., 10% increase in transactions at department stores reduce transactions at apparel partners (by .04% for new transactions and by 1.18% for recurring customers); but in turn, they attract positive synergies from apparel (.11% increase in transactions by new customers and .37% for recurring transactions).

在忠诚度计划（LP）中建立合作伙伴关系的隐含承诺是，合作伙伴将获得新客户，而LP将加强对主要合作伙伴的忠诚度。尽管可以鼓励客户从合作伙伴处交叉购买（这可能会产生积极的协同效应），但他们也可以在合作伙伴之间切换而不会丧失奖励（这可能导致合作伙伴之间的销售蚕食）。为了探索这些跨伙伴效应，我们分析了来自16个行业的33个合作伙伴的合作伙伴关系LP中客户购买的演变。我们发现，自相残杀比合作伙伴之间的协同增效更为频繁，这为高渗透率的合作伙伴带来了“致富”的效应。例如，百货商店的交易量增加10％，服装合作伙伴的交易量减少（新交易量减少0.04％，服装交易伙伴量减少1。老客户的18％）；但又反过来，它们从服装中获得了积极的协同效应（新客户的交易量增长了0.11％，而经常性交易量则增长了0.37％）。