07Loyalty programmes and shopper information sharing
Figure details
The illustration shows a communication between a shopper and an individual on screen. The individual says, 'WELCOME MRS. JONES… WE HAVE A DISCOUNT ON CARTRIDGES FOR THE PRINTER YOU BOUGHT LAST MONTH!'
Customer loyalty programmes have quickly become common practice and now form a key part of retail marketing and dialogue with customers. But are loyalty programmes really tools for strategic management and sources of true competitiveness, or merely automatic discount generators for best customers? There are many, often contradictory, views on what loyalty programmes are all about. ...
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