Loyalty schemes can significantly undermine firms’ ability to identify and target their competitors’ customers.
Articles on loyalty schemes
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Each of these tricks is old, but each has been supercharged by the use of information technology.
If you communicate carefully, big retailers will listen.
Waitrose has withdrawn its free coffee offer to loyalty cardholders – but on what grounds?
Top contributors
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Senior Lecturer in Marketing, University of Westminster
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Senior Lecturer in Marketing & Society, University of Bath
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Sarofim-Rock Professor of Business Administration, Harvard University
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Adjunct Senior Lecturer, Applied Ethics and CyberSecurity, Griffith University
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Associate Professor, Faculty of Business and Economics, University of Melbourne, The University of Melbourne