Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Version: 30.04.2003
Length: 16 pages
Data source: Field research
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Abstract
This is the first of a two-case series (IMD-5-0531 and IMD-5-0532). GrandOptical is a unique superoptical store, first launched in France in May 1989. Six years later, the company is faced with the dual challenge of how to retain current customers and generate new customers. This case examines customer satisfaction and GrandOptical''s desire to move towards customer loyalty. Two different types of customer loyalty programs are discussed - a discount card versus a privilege card.
Location:
Industry:
Size:
FRF900 million
Other setting(s):
1996
Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Version: 01.05.2003
Length: 25 pages
Data source: Field research
About
Abstract
This is the first of a two-case series (IMD-5-0531 and IMD-5-0532). GrandOptical is a unique superoptical store, first launched in France in May 1989. Six years later, the company is faced with the dual challenge of how to retain current customers and generate new customers. This case examines customer satisfaction and GrandOptical''s desire to move towards customer loyalty. Two different types of customer loyalty programs are discussed - a discount card versus a privilege card.
Settings
Location:
Industry:
Size:
FRF900 million
Other setting(s):
1996
Related
Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Version: 01.05.2003
Length: 25 pages
Data source: Field research