Customer loyalty programs (or programs) are explicit efforts by retail customers for long term sponsorship. loyalty programs are developed by a variety of reasons: to reward loyal customers, to generate a more robust information on customer behavior in order to influence consumer behavior, and as a defensive measure to fight against a system competition. The purpose of this note is to describe the objectives of these systems, including their origin and evolution, highlight the main aspects of its implementation, and propose approaches to maximize their impact?. Although this paper focuses on the areas of retail in the United States and the United Kingdom, most of its content is applicable to other economies.
by
José B. Alvarez,
Aldo Sesia
10 pages.
Release Date: March 7, 2011. Prod #: 511077-PDF-ENG
Customer loyalty schemes in solving cases in Retailing
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