In 2007, the marketing director for Cineplex Entertainment is trying to decide whether or not to conduct a loyalty program to encourage customers to make more movies and events, and to spend more concessions. An important byproduct is the collection of detailed customer data purchase. She designed four possible combinations of rewards and proposals received from three vendors with experience in managing customer databases. Should decide the structure and richness of the program, the provider, the response rate can determine the financial viability, and whether to launch regional or national.
by
Kenneth G. Hardy,
Renee Zatzman
Source: Ivey Publishing
17 pages.
Publication Date: April 1, 2008. Prod #: 908A08-PDF-ENG
Cineplex Entertainment: The Loyalty Program case solution
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