This case allows for discussion of loyalty programs. As the irewards, customer loyalty program, to take advantage of new features promised by new customers Indigo Customer Relationship Management (CRM) system. Will adjust the pricing structure or membership discounts appropriate? Ultimately, however Indigo ensure that its program was irewards and meaningful to customers and contributed to the growth in sales? At the core of the program was irewards annual membership is accorded by members discounts on books. Participants were assigned a membership card with a certain number of which relate to their account.; The annual membership fee was cost of the program to clients' Hide
by Kyle Murray, Ken Mark Source: Richard Ivey School of Business Foundation 9 pages. Publication Date: February 26, 2007. Prod. # 907A05-PDF-ENG
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