More search options
Basket icon
No items
Basket icon

Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. IMD-5-0534
Subject category: Marketing
Authors: Jacques Horovitz (International Institute for Management Development (IMD)); Giana Boissonnas (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 1998
Version: 29.01.2004
Length: 11 pages
Data source: Field research
Topics: Loyalty program; Customer database; One-to-one marketing; Direct marketing
Share a link: https://casecent.re/p/11536
| No reviews for this item
This product has not been used yet
View our pricing guide or login to see prices.

Abstract

This is the second of a two-case series (IMD-5-0529 and IMD-5-0534). SERAP (B) discusses the loyalty program that the company is setting up to deepen its relationships with the 1 million customers in its database. The case describes the kind of database the company has developed, how it is used and with what results: three times better response than mass mailing.
Location:
France
Industry:
Retailing
Size:
550 employees
Other setting(s):
1993-1997
Case
-
Reference no. IMD-5-0529
Subject category: Marketing
Authors: Jacques Horovitz (International Institute for Management Development (IMD)); Giana Boissonnas (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 1998
Version: 29.01.2004
Length: 15 pages
Data source: Field research
Topics: Customer relations; Discount sales; Mail order retailing
View full details

About

Abstract

This is the second of a two-case series (IMD-5-0529 and IMD-5-0534). SERAP (B) discusses the loyalty program that the company is setting up to deepen its relationships with the 1 million customers in its database. The case describes the kind of database the company has developed, how it is used and with what results: three times better response than mass mailing.

Settings

Location:
France
Industry:
Retailing
Size:
550 employees
Other setting(s):
1993-1997

Related

Case
-
Reference no. IMD-5-0529
Subject category: Marketing
Authors: Jacques Horovitz (International Institute for Management Development (IMD)); Giana Boissonnas (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 1998
Version: 29.01.2004
Length: 15 pages
Data source: Field research
Topics: Customer relations; Discount sales; Mail order retailing
View full details