Customer Loyalty Schemes in the Retail Sector Harvard Case Solution & Analysis

Customer loyalty schemes (or programs) are explicit efforts by retailers to obtain long-term patronage from customers. Loyalty schemes are developed for a variety of motives: to reward loyal customers, to create more robust information about customer behaviour, to affect consumer behavior, and as a defensive measure to combat a competing scheme. The purpose of the note would be to describe the objectives of these schemes, including their origin and evolution; to highlight crucial aspects of their execution; and to point out strategies to make the most of their impact. While this note concentrates on the U.S. and U.K. retail sectors, most of its content is applicable to other economies.

PUBLICATION DATE: March 07, 2011 PRODUCT #: 511077-PDF-ENG

This is just an excerpt. This case is about SALES & MARKETING

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