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Case
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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
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Abstract

This is the first of a two-case series (IMD-5-0529 and IMD-5-0534). SERAP distributes electrical appliances at discount prices to employees of large companies through works councils. The company is trying to capture the customer franchise directly in order to build long term relationships and is wondering how to do it to get better knowledge of its 1,000,000 customers.
Location:
France
Industry:
Retailing
Size:
550 employees
Other setting(s):
1991-1993
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
View full details

About

Abstract

This is the first of a two-case series (IMD-5-0529 and IMD-5-0534). SERAP distributes electrical appliances at discount prices to employees of large companies through works councils. The company is trying to capture the customer franchise directly in order to build long term relationships and is wondering how to do it to get better knowledge of its 1,000,000 customers.

Settings

Location:
France
Industry:
Retailing
Size:
550 employees
Other setting(s):
1991-1993

Related

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
View full details