Discounts or Bonus Points?

In books on marketing it is possible to find a lot of materials why bonus points are better then discounts. There are also many comments from customer loyalty experts on according internet web sites. But our clients ask us quite often – why do you offer only bonus points system, we want to get a flexible enough discounts.
For PointLoyalty Manager it is absolutely not relevant how you use calculated bonus points. You can name them “calculated discounts” and redeem them as you want. If you are working with PointLoyalty Manager in online mode you can use bonus points to reduce total amount of each customer’s receipt.
Everything depends on rules you define in the system.