Of 150 programs in 23 areas in France and abroad, it appears that the first objective ( 38%) would develop Turnover . Followed by a goal maintaining brand (19%), increased lifespan (18%) and a better knowledge of customers (14%). The r retention of the customers can then, with 8% .*
And on the consumer side?
"they believe that loyalty programs have become very complicated to the point they are not able to accurately describe those they know: cagnotage (accumulation) points or EUR calculated on the total expenditure, double points on certain days, combination of items and discount Cagnot euro on the same product.
The superposition techniques to accumulate points or euros for receiving benefits can have a side "generous" but consumers will see more and more a means to attract customers to encourage them to spend more.
from a system originally designed as a way to reward customers, it leads to mistrust vis-à-vis distributors to seek to "trick" consumers! "**
So be careful not to forget the true meaning of the word "Loyalty" ...
* Study June 2009 - Cabinet Vertone
Institute ** Side Guest
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