Customer loyalty schemes

Roy Piercey

The idea of loyalty schemes goes back over a hundred years, during which time they have taken many different forms.

Customer loyalty schemes

What are their value in today's marketing

Roy Piercey

The idea of loyalty schemes goes back over a hundred years, during which time they have taken many different forms. And they are now to be found in almost every sort of consumer expenditure, alongside the development of cashless shopping, the swipe card, the smart card, and even more advanced technology. Their coverage goes on widening, but if everybody operates loyalty schemes, they may in the end cancel each other out.

CONVENTIONAL wisdom suggests that the best prospects for increasing sales are with existing customers, and this is...

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