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Effectiveness and Profitability of Loyalty Programmes
DAFSA (Global Insight Group), Dec 2003
Objectives of the study - Feedback from 40 Loyalty Programmes
The purpose of this survey is to identify the most relevant marketing and statistical issues in Europe for loyalty programmes.
This report sets out to:
- Identify the most interesting approaches and most rewarding areas of development
- Identify the least productive practices and areas that should be restructured
- Provide operational recommendations as to service content and how to improve the effectiveness and profitability of loyalty programmes
Report Methodology: qualitative survey of 40 Heads of Marketing responsible for loyalty cards and programmes in Europe
The methodology is based on in-depth interviews with Heads of Marketing and assessments on the effectiveness and profitability of their respective programmes, as well as their views on future developments in product-services offerings.
This approach is enhanced by the analysis of sectorial and geographic impacts:
- Different sectors of consumption: bank, distribution, telecoms, transportation, travel, leisure, energy
- Key European markets: Germany, Spain, France, Italy, United Kingdom
The analysis of the various loyalty programmes available is based on several levels of data collection and processing:
- 40 qualitative interviews, each including a multiple-choice questionnaire completed either in-person or through telephone interviews.
- Over 100 programmes analysed using marketing watch tools (SCAN ON LINE –DIRECT MARKET MONITOR®, an internal Data Base, ACNielsen-MMS partner’s Data Base)
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