Product details

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Subject category: Marketing
Published by: OMNES EDUCATION Group
Originally published in: 2021
Version: February 2021

Abstract

Printemps is a major Parisian department store. Founded by Jules Jaluzot in 1865, it was always way ahead of its time - in 1883, Printemps was the first store in Paris to use electric lighting. Like many other stores, Printemps is now facing competition from digital players as well as more traditional ones. Customer retention and loyalty building are therefore more important than ever. This case focuses on loyalty strategy - in particular, loyalty strategy based on personalisation - and explores how department stores can introduce more original policies to attract customers and build long-term relationships.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2020.

Geographical setting

Region:
Europe
Country:
France

Featured company

Groupe Printemps
Industry:
Retail department store

About

Abstract

Printemps is a major Parisian department store. Founded by Jules Jaluzot in 1865, it was always way ahead of its time - in 1883, Printemps was the first store in Paris to use electric lighting. Like many other stores, Printemps is now facing competition from digital players as well as more traditional ones. Customer retention and loyalty building are therefore more important than ever. This case focuses on loyalty strategy - in particular, loyalty strategy based on personalisation - and explores how department stores can introduce more original policies to attract customers and build long-term relationships.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2020.

Geographical setting

Region:
Europe
Country:
France

Featured company

Groupe Printemps
Industry:
Retail department store

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