Rewarding the retail customer while generating extra revenue: A perfect example of how market research methodologies can give big data a boost for optimum usage
Nicole Huyghe and Bart Vandenreijt
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Introduction
Part of the loyalty program of Carrefour consists of giving loyalty points to card users when their basket has a specific spend value. Carrefour wanted to know until which point can you motivate the customer to spend more while maximising the feeling of generosity and minimizing the promo cost. To help Carrefour with this, i.e. finding the ideal balance between...