Abstract
This paper reviews the approach to evaluating retail customer loyalty schemes. Traditionally, these schemes are evaluated by their financial and marketing effects on acquisition, retention and development (up-sell, cross-sell) of customers and related efficiencies. This paper argues that the evaluation should also be through how far having a customer loyalty scheme can and/or should, at a minimum, transform the way the various partners carry out their marketing and, more widely, their business.
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Stone, M., Bearman, D., Butscher, S. et al. The effect of retail customer loyalty schemes — Detailed measurement or transforming marketing?. J Target Meas Anal Mark 12, 305–318 (2003). https://doi.org/10.1057/palgrave.jt.5740117
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DOI: https://doi.org/10.1057/palgrave.jt.5740117