Managing Retail Customers: Developing loyalty schemes to deliver sustained competitive advantage
The advent of new technologies is rapidly changing the way successful retailers are managing their customer base. This briefing explains recent developments in retailing customer management. It looks at ideas, such as loyalty cards, and analyses successes and failures so far. The briefing identifies some critical success factors in retail customer management.
Key feature: two checklists -- for issuing and managing loyalty cards. 20 pages.
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