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Indigo Books & Music Inc.: Optimizing Its Loyalty Program

9B07A005
Résumé
This case allows for a discussion on loyalty programs. How should irewards, a consumer loyalty program, take advantage of the new capabilities promised by Indigo's new customer relationship management (CRM) system. Would adjustments to the pricing structure or the membership discounts be appropriate? Ultimately, how could Indigo ensure that its irewards program was both meaningful to customers and contributed to sales growth? The basis of the irewards program was an annual membership that afforded the member discounts on books. Members were assigned a membership card with a specific number that referred to their account; an annual membership fee was the cost of the program to the customer.
Mots-clés
Customer Loyalty; Customer Relationship Management; Market Strategy; Marketing Research; Marketing Planning
Public
4 - Undergraduate/MBA
Secteur d'activité
Miscellaneous Retail - Customer Loyalty; Customer Relationship Management; Market Strategy; Marketing Research; Marketing Planning - Canada - Large
2007
Livraison par lien de téléchargement
9
Non

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