{"id":10810,"date":"2026-02-20T18:40:35","date_gmt":"2026-02-21T00:40:35","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=10810"},"modified":"2026-02-20T18:40:35","modified_gmt":"2026-02-21T00:40:35","slug":"how-to-design-a-loyalty-program-your-cfo-and-customers-will-both-support","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=10810","title":{"rendered":"How to design a loyalty program your CFO and customers will both support"},"content":{"rendered":"<div><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/Customer-loyalty.png\" class=\"attachment-large size-large wp-post-image\" alt=\"\" loading=\"lazy\" \/><\/div>\n<p>The best loyalty programs aim to show up like a friend who actually knows you. Marketers have a thousand ideas and no time to test them. AI won\u2019t give you perfect answers, but it will help you move from stuck to getting started faster.<\/p>\n<p>I\u2019ve run this process through ChatGPT, Claude and Gemini. The outputs vary, but the framework works. Using AI effectively to set up loyalty programs is much less about being a prompt wizard or replacing a specialized agency or consultant than about getting frameworks you can pressure-test with your team and refine with real customers.<\/p>\n<p>We\u2019ll use a coffee roaster as an example. Coffee preferences are deeply personal, so if these prompts work here, they\u2019ll work anywhere. Here\u2019s how to start.<\/p>\n<h2 class=\"wp-block-heading\">Step 1: Understand why you are even in this conversation<\/h2>\n<p>Before you can design a program that\u2019s valuable to your customers, you need clarity on what your brand offers and what your customers want.<\/p>\n<p>The best relationships work because both sides know what they bring. Positioning frameworks force that clarity.<\/p>\n<p><strong>Prompt:<\/strong><\/p>\n<pre class=\"wp-block-code\"><code>I need help creating a clear positioning statement for [BRAND NAME].\n\nOur product\/service: [DESCRIPTION]\nTarget audience: [WHO YOU SERVE]\nMain competitors: [2-3 COMPETITORS]\nWhat we do differently: [KEY DIFFERENTIATOR]\n\nGoal: First, synthesize well-established consumer patterns and frustrations in [product category] the way a CPG insights lead would analyze them. \n\nThen, using those insights, create a positioning statement for my brand's new loyalty program:\nFor [target customer niche]\nWho [statement of need or opportunity]\n[Product\/brand name] is a [product category]\nThat [key benefit(s), emotional reason to buy and frustration summary]\nUnlike [competitive alternative] and [key differentiators]\nOur loyalty program serves this purpose [statement of primary differentiation]\n\nThen summarize it in a single hero sentence that fits on a single slide on a BCG presentation.<\/code><\/pre>\n<p><strong>Example input for a coffee roaster<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Product<\/strong>: Small-batch specialty coffee subscription.<\/li>\n<li><strong>Target<\/strong>: Coffee enthusiasts aged 30-50 who\u2019ve moved beyond Starbucks but aren\u2019t coffee hobbyists.<\/li>\n<li><strong>Competitors<\/strong>: Trade Coffee, Blue Bottle, Local Coffee Shops.<\/li>\n<li><strong>Differentiator<\/strong>: Lower prices + Online and in-person events in select cities + Limited selection of ultra-fresh roasts.<\/li>\n<\/ul>\n<p>You know what you offer. Now figure out who actually wants it and why.<\/p>\n<h2 class=\"wp-block-heading\">Step 2: Explore who\u2019s on the other side<\/h2>\n<p>You need to know what actually matters to them. Don\u2019t rely on demographics alone without understanding motivations.<\/p>\n<p><strong>Prompt:<\/strong><\/p>\n<pre class=\"wp-block-code\"><code>Help me build a comprehensive customer research profile.\n\nCompany\/Product: [YOUR BRAND]\nIndustry: [YOUR INDUSTRY]\nWhat we know about our customers:\n- Demographics: [AGE, LOCATION, INCOME, ETC.]\n- Purchase behavior: [FREQUENCY, AOV, CHANNEL PREFERENCE]\n- Current pain points: [WHAT THEY COMPLAIN ABOUT]\n\nBased on this, tell me:\n1. What are their unstated needs? What are the things they want but haven't articulated?\n2. What jobs are they \"hiring\" our product to do in their lives?\n3. What would make them talk about us to a friend?\n4. What friction points exist in our current relationship with them?\n\nUse real human language, not marketing speak.<\/code><\/pre>\n<p><strong>Coffee roaster example<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Demographics<\/strong>: 30-55, urban\/suburban, $75,000+ household income, college-educated<\/li>\n<li><strong>Purchase behavior<\/strong>: Subscribe for 2-4 bags\/month, $11-18\/bag, 60% one-time vs. 40% subscription<\/li>\n<li><strong>Pain points<\/strong>: \u201cI want variety but don\u2019t know what to try,\u201d \u201cI want to try something new,\u201d \u201cI don\u2019t like shopping at the grocery store.\u201d<\/li>\n<\/ul>\n<p>Run this. Read what comes back, then ask: \u201cWhat am I missing?\u201d The AI will often surface angles you hadn\u2019t considered.<\/p>\n<p><a href=\"https:\/\/www.semrush.com\/lp\/semrush-one\/en\/?utm_campaign=ic_semrush_one&amp;utm_source=searchengineland.com&amp;utm_medium=overlay&amp;onboarding=off\" target=\"_blank\"><\/a><\/p>\n<div>\n<div>\n<div class=\"headline-responsive\">\n        Your customers search everywhere. Make sure your brand <span>shows up<\/span>.\n      <\/div>\n<p>\n        The SEO toolkit you know, plus the AI visibility data you need.\n      <\/p>\n<\/div>\n<div>\n      <span>Start Free Trial<\/span>\n    <\/div>\n<div>\n<div>Get started with<\/div>\n<p>      <img decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp\" alt=\"Semrush One Logo\" \/>\n    <\/p><\/div>\n<\/div>\n<p><\/p>\n<h2 class=\"wp-block-heading\">Step 3: Add what you\u2019ve already tried with them<\/h2>\n<p>You need to remember what worked and what didn\u2019t. Don\u2019t keep making the same mistakes.<\/p>\n<p>Here\u2019s the thing and it\u2019s essential \u2014 you\u2019ll need buy-in from finance, so include their concerns upfront in this prompt.<\/p>\n<p><strong>Prompt:<\/strong><\/p>\n<pre class=\"wp-block-code\"><code>I need to audit our current loyalty initiatives:\n\nWhat we're currently doing:\n- [LIST EVERYTHING: email programs, rewards, VIP tiers, referral programs, etc.]\n\nI need to convince the [CFO]. Here's what they say:\n- [LIST QUOTES. The goal is to add the point of view of a critical stakeholder with a strong interest in financial health]:\n\nFor each initiative, here's what we know:\n- Engagement rate: [PERCENTAGE OR \"UNKNOWN\"]\n- Customer feedback: [QUOTES OR THEMES]\n- Business impact: [REVENUE, RETENTION DATA or \"WE DON'T TRACK THIS\"]\n\nAnalyze this and tell me:\n1. What's working and why?\n2. What's failing and why?\n3. What patterns do you see across successful vs. unsuccessful initiatives?\n4. What are we not doing that we should be?\n\nBe brutally honest. I can take it.<\/code><\/pre>\n<p><strong>Note<\/strong>: If you don\u2019t have existing initiatives, say \u201cWe\u2019re starting from zero,\u201d and the AI will focus on what\u2019s missing and where to start. You\u2019ve mapped what didn\u2019t work. Now map who you\u2019re actually talking to.<\/p>\n<h2 class=\"wp-block-heading\">Step 4: Prompt with who you\u2019re designing for<\/h2>\n<p>You don\u2019t treat all your customers the same because they\u2019re not the same. Your segments deserve nuance.<\/p>\n<p><strong>Prompt:<\/strong><\/p>\n<pre class=\"wp-block-code\"><code>Here's what we know about our customer segments:\n\nSegment 1: [NAME]\n- Size: [% OF BASE]\n- Characteristics: [BEHAVIORS, PREFERENCES]\n- Value to business: [LTV, FREQUENCY, MARGIN]\n\nSegment 2: [NAME]\n[SAME STRUCTURE]\n\nSegment 3: [NAME]\n[SAME STRUCTURE]\n\nThe segment I believe has the most untapped opportunity is [DESCRIBE WHO] because [SAY WHY YOU THINK THAT]\n\nFor each segment:\n1. What would make them feel valued by our brand?\n2. What loyalty tactics would resonate most?\n3. What would cause them to leave us?\n4. How should we communicate with them differently?\n5. Which segment gives me either the fastest revenue impact OR the strongest long-term loyalty foundation? Explain the tradeoff.\n\nThen tell me: which segment should we focus on first and why?<\/code><\/pre>\n<p><strong>Coffee roaster example:<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Segment 1 \u2013 Daily ritualists (10% of base):<\/strong> Subscribe and never miss, want consistency, high LTV<\/li>\n<li><strong>Segment 2 \u2013 One and done (60%):<\/strong> Buy different beans constantly, want discovery, no LTV<\/li>\n<li><strong>Segment 3 \u2013 Gifters and Occasionals (20%):<\/strong> Seasonal spikes, buy for others, low LTV but high referral potential<\/li>\n<\/ul>\n<p>Segments tell you who they are. But loyalty is about why the relationship matters in the first place. This is where the framework earns its keep.<\/p>\n<h2 class=\"wp-block-heading\">Step 5: Create your brand motivator map<\/h2>\n<p>Here\u2019s where friendship theory becomes your North Star. Think about why your closest friendships work. It\u2019s not transactional \u2014 it\u2019s about shared values, mutual understanding and showing up when it matters.<\/p>\n<p><strong>Prompt:<\/strong><\/p>\n<pre class=\"wp-block-code\"><code>I'm creating a brand motivator map based on friendship principles:\n\nOur brand: [NAME]\nOur brand personality: [3-5 ADJECTIVES]\nWhat we stand for: [VALUES, MISSION]\n\nIn friendships, people connect through:\n- Shared interests and values (we care about the same things)\n- Mutual benefit and reciprocity (we both get something meaningful)\n- Consistent, reliable presence (we show up for each other)\n- Emotional resonance and understanding (we \"get\" each other)\n- Status and belonging (we're part of something together)\n\nMap these friendship motivators to our brand:\n1. What shared interests\/values do we have with our customers?\n2. How do we create mutual benefit beyond the transaction?\n3. How do we show up consistently in their lives?\n4. What emotional needs do we fulfill?\n5. How do we help them feel they belong to something?\n\nThen identify: which of these motivators are we strongest at? Which are we neglecting?<\/code><\/pre>\n<p>This reframes loyalty from \u201cHow do we get them to buy more?\u201d to \u201cHow do we become the friend they can\u2019t imagine their morning without?\u201d<\/p>\n<h2 class=\"wp-block-heading\">Step 6: Get inspiration from brands that you admire<\/h2>\n<p>Look outside your category. The best ideas can come from brands that aren\u2019t your competitors.<\/p>\n<p><strong>Prompt:<\/strong><\/p>\n<pre class=\"wp-block-code\"><code>I want to learn from brands that do loyalty exceptionally well.\n\nBrands I admire for loyalty: [LIST 3-5 BRANDS FROM ANY INDUSTRY]\n\nFor each brand, research and explain:\n1. What specifically makes their loyalty program or strategy effective?\n2. What friendship principle are they activating (shared values, reciprocity, belonging, etc.)?\n3. What emotional or functional need are they fulfilling?\n4. What can I adapt from their approach for my brand?\n5. What would this look like applied to [YOUR BRAND]?\n\nFocus on principles and psychology, not just tactics. I don't want to copy. I want to learn why it works.<\/code><\/pre>\n<p><strong>Example for coffee roaster<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>Patagonia.<\/li>\n<li>Kate Spade.<\/li>\n<li>REI.<\/li>\n<li>Aldi.<\/li>\n<li>Tecova.<\/li>\n<\/ul>\n<p>You\u2019ve studied the best. Now synthesize everything into something you can actually build.<\/p>\n<h2 class=\"wp-block-heading\">Step 7: Synthesize everything<\/h2>\n<p>This is where everything converges. You\u2019re building a framework worth rallying around.<\/p>\n<p><strong>Prompt:<\/strong><\/p>\n<pre class=\"wp-block-code\"><code>Using everything we've discussed, create a complete loyalty playbook for [BRAND NAME]:\n- Our positioning and program value proposition\n- Our customer research and segments  \n- Our current loyalty audit\n- Our brand motivator map\n- Lessons from brands we admire\n\nPlease create the following deliverables:\n\nDELIVERABLE 1: A LOYALTY MANIFESTO FOR 2026\nWrite a one-page manifesto that captures:\n- Our loyalty philosophy (what we believe about customer relationships)\n- How we think about loyalty differently than our competitors\n- The promise we're making to customers who choose to stay with us\n- The friendship principles that will guide every decision we make\n\nMake it inspiring but grounded. This should be something our cross-functional team can rally around.\n\nDELIVERABLE 2: THE INTERSECTION ANALYSIS\nCreate a clear summary document with three sections:\n- WHO THEY ARE: Customer needs, motivations, pain points and what they value in relationships with brands\n- WHO WE ARE: Brand strengths, values, unique capabilities and what we stand for\n- WHERE WE MEET: The specific intersection points where our brand can deliver meaningful value that deepens the friendship\n\nThis should reveal the natural opportunities for loyalty building.\n\nDELIVERABLE 3: THE PROJECT PRIORITIZATION GRID\nGenerate 5-15 specific loyalty initiative ideas that create value for both the customer and my brand. For each project, provide:\n- Project name and one-sentence description\n- Which friendship principle it activates (shared values, reciprocity, belonging, etc.)\n- Which customer segment(s) it serves\n- Estimated Level of Effort for the Business (Low\/Medium\/High)\n- Perceived Consumer Value (Low\/Medium\/High)\n- Business Revenue Impact (Low\/Medium\/High)\n\nPresent this as a table so I can take it into a meeting and make decisions with my team.\n\nDELIVERABLE 4: THE 6-MONTH QUICK WIN PLAN\nFrom the project grid, identify and rank the top 5 initiatives to start with based on:\n- Highest consumer value\n- Reasonable effort to implement\n- Clear business impact\n- Strategic fit with our brand\n\nFor each of the five, provide:\n- What it is and why it matters to the brand and the consumer\n- One KPI for success (numeric or singular)\n- First steps to take this week\n\nBe concise here. Lead with the business impact so my CFO is open to supporting this. Don't forget the consumer impact and benefit. Find that intersection. No fluff. If I can't implement something in the next 6 months with my current team and budget, don't include it.\n\nDELIVERABLE 5: CATEGORY-LEADING IDEATION\nThe best loyalty programs aren't built on bigger budgets\u2014they're built on a better brand  and consumer relationship. If an award-winning customer experience agency (IDEO, R\/GA, Prophet) were consulting on this program, they'd apply proven strategic frameworks that most brands miss.\nUsing established frameworks from customer experience design, behavioral economics, video gaming and loyalty psychology, recommend:\n- Two strategic upgrades that reframe how we think about the program (not what we offer, but how we build a stronger friendship)\n- One experiential moment customers would talk about, something tangible they'd experience that signals \"this brand gets me\"\n- One structural shift that moves this from transactional to relational\nThese recommendations must:\n- Apply recognized frameworks (e.g., Jobs to Be Done, Peak-End Rule, Social Identity Theory, reciprocity bias, etc.) and explain which framework you're using and why\n- Work within our current operational reality (cite specifically what makes each feasible given [describe your team size, budget range or distribution model])\n- Strengthen the friendship principles of belonging and reciprocity\n- Avoid generic tactics (points multipliers, birthday discounts, tier upgrades)\n- Feel like a strategic choice, not just a feature add\nFor each recommendation, explain:\n- What framework or principle it's based on\n- Why it works psychologically\n- How it fits our specific constraints\n- What makes it feel differentiated in our category\nThe goal: A one-page summary that gives me the kind of strategic thinking agencies charge $500K+ for, grounded in frameworks I can defend to my CFO and actually execute with my team.<\/code><\/pre>\n<h2 class=\"wp-block-heading\">What you\u2019ll walk away with<\/h2>\n<p>Run this final prompt sequence and you\u2019ll have five working deliverables ready for your next meeting:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>A loyalty manifesto for 2026: Your philosophical North Star<\/strong>\n<ul class=\"wp-block-list\">\n<li>Why you\u2019re building this program, what you believe about customer relationships and the friendship principles guiding every decision.<\/li>\n<\/ul>\n<\/li>\n<li><strong>The intersection analysis: A three-part document<\/strong>\n<ul class=\"wp-block-list\">\n<li>Who they are, who we are and where we meet. This is your strategic opportunity space.<\/li>\n<\/ul>\n<\/li>\n<li><strong>The project prioritization grid<\/strong>\n<ul class=\"wp-block-list\">\n<li>5-15 specific initiatives in a table format, each rated on level of effort, consumer value and business impact.<\/li>\n<li>Bring this to the meeting, so your team can debate which projects to greenlight.<\/li>\n<\/ul>\n<\/li>\n<li><strong>The 6-month quick win plan<\/strong>\n<ul class=\"wp-block-list\">\n<li>Your top five initiatives ranked and ready to execute, complete with why each matters, one KPI to track and first steps to take this week.\u00a0<\/li>\n<li>This is the \u201chere\u2019s what we\u2019re actually doing\u201d section your CFO needs to see.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Category-leading ideation: The IDEO-level thinking<\/strong>\n<ul class=\"wp-block-list\">\n<li>Two strategic upgrades, one memorable experiential moment and one structural shift that would move your program from solid to exceptional.\u00a0<\/li>\n<li>Consider these your stretch goals.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>You won\u2019t have perfection. But you\u2019ll have a working draft that took hours, not months, built without an RFP or a six-figure consulting budget. That\u2019s enough to start testing, learning and building something real.<\/p>\n<h2 class=\"wp-block-heading\">The real talk<\/h2>\n<p>Will AI miss and oversimplify things? Sure. Will you need to validate assumptions with real data? Absolutely. But if you\u2019re stuck at zero because \u201cwe need to do this properly,\u201d you\u2019re already behind.<\/p>\n<p>The best loyalty programs come from thoughtful iteration with real customers. AI just helps you get to draft one faster so you can start learning.<\/p>\n<p>And here\u2019s the thing about friendship theory: Real friends don\u2019t wait for the perfect moment to show they care. They show up, try, learn and adjust. Your customers are waiting for you to do the same. Now go build something.\u00a0<\/p>\n<p>The post <a href=\"https:\/\/martech.org\/how-to-design-a-loyalty-program-your-cfo-and-customers-will-both-support\/\">How to design a loyalty program your CFO and customers will both support<\/a> appeared first on <a href=\"https:\/\/martech.org\/\">MarTech<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>The best loyalty programs aim to show up like a friend who actually knows you. Marketers have a thousand ideas and no time to test them. AI won\u2019t give you perfect answers, but it will help you move from stuck to getting started faster. I\u2019ve run this process through ChatGPT, Claude and Gemini. The outputs &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/attentionmedia.io\/?p=10810\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;How to design a loyalty program your CFO and customers will both support&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-10810","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"featured_media_urls":{"thumbnail":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"medium":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"medium_large":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"large":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"1536x1536":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"2048x2048":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"inspiro-featured-image":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"inspiro-loop":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"inspiro-loop@2x":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"portfolio_item-thumbnail":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"portfolio_item-thumbnail@2x":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"portfolio_item-masonry":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"portfolio_item-masonry@2x":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"portfolio_item-thumbnail_cinema":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"portfolio_item-thumbnail_portrait":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"portfolio_item-thumbnail_portrait@2x":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"portfolio_item-thumbnail_square":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false]},"_links":{"self":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10810","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=10810"}],"version-history":[{"count":0,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10810\/revisions"}],"wp:attachment":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=10810"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=10810"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=10810"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}