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here is no reason why Fictionwise can't bring back their loyalty program.
Or why B&N can't create one.
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Actually, there is a reason. They may not be able to afford it. (Discounts cost retailers money).
Long before agency, FW sold out to BN. The most likely reason was because they weren't making enough money to make a go of it on their own . I note that BN didn't adopt the FW loyalty program. Again, the most likely reason is that they couldn't afford it.