MARK468 Lecture Notes - Lecture 15: American Airlines, Scotiabank, Walgreens
13 Jul 2018
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Document Summary
A closer look at loyalty programs loyalty is big business - the value of some airline mileage programs may surpass the core operation e. g. american airlines has higher estimably loyalty program value than market cap. Types of loyalty programs: proprietary, partnership, coalition. Reward dollars: can be redeemed for a walmart rewards egift card. Coalition powerful marketing platforms data from multiple sectors and segments across a larger sample. Reward well designed rewards can drive behaviour ultimately, rewards are payment" for: behavioural loyalty (repeat purchase, customers" personal data drivers of true loyalty high quality relationships - satisfaction with environment, selection and service customer learning and habitual behaviour. Recognition value-based customer segmentation recognizing the most valuable customers and treating them differently: air canada"s altitude 100k, the american express centurion card, nordstrom"s concierge service, gamestop"s powerup rewards spending more on the customers with a higher roi.
