September 2023
Intermediate to advanced
256 pages
6h 17m
English
Content preview from Omnichannel Retail, 2nd Edition
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The fundamentals of loyalty
So, you’ll have gathered from the previous chapter that I believe loyalty marketing – that is, strategies businesses can deploy to understand more about their customers in order to use that knowledge to improve their experiences – is alive and well. This chapter will explore this in more detail with a focus on what makes a great loyalty scheme and how the data generated can be used to personalize every customer interaction, regardless of when or where they choose to engage with you. The next chapter, Data-based retailing, will continue on this theme but will instead focus on the ways in which customer data can be applied to all other areas of the business to help organizations move from a product-centric to a customer-centric ...
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