Product details

This is the second of a two-case series (IMD-5-0531 and IMD-5-0532). This case reviews the performance of the Grand Advantage loyalty card launched in October 1996 by GrandOptical France. The case also discusses the management of GrandOptical''s internal marketing database. Different qualitative and quantitative sources of information are used to evaluate the card''s success in generating new customers and in retaining existing customers. Customer satisfaction rates are also evaluated. A move towards more customer recognition is reflected in the decision to launch direct marketing of a cardholder magazine. The case allows for discussion of the future of the loyalty programme. It also allows participants to compute the lifetime value of the cardholders participating in the loyalty scheme versus non-cardholders.