Building an Effective Customer Loyalty Program

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Author(s): Kumari Smriti (IIMB, India)
Copyright: 2018
Pages: 18
Source title: Supply Chain Management Strategies and Risk Assessment in Retail Environments
Source Author(s)/Editor(s): Akhilesh Kumar (Indian Institute of Technology Kharagpur, India)and Swapnil Saurav (JDA Software, India)
DOI: 10.4018/978-1-5225-3056-5.ch011

Keywords: Business & Management / Business Science Reference / Operations and Service Management / Supply Chain Management

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Abstract

Customer loyalty schemes is a practice, employed by retailers, to reward their loyal customers. It entails giving incentives such as loyalty cards, reward points, etc. These also serve as a repository of information about a customer which helps in targeted marketing. This chapter analyses some of the successful customer loyalty programs by companies, discusses some of the reasons of failures of such program and looks at what industry experts have to say in this regard. We then collate all this information to suggests a process to identify and choose the right customer loyalty programs for a company.

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