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The hidden side of loyalty card programs - Customer retention - S. Worthington

HEADLINE

This paper explores the hidden side of loyalty cards by comparing the reality of such schemes with public perceptions. It begins by providing some background to loyalty programs in Australia and the possible uses to which loyalty program data can be put. It then describes the results of survey research with a sample of 832 Australians who participate in retail loyalty programs. The paper concludes with some observations about how the environment in which loyalty programs operate can be changed to achieve a better balance between commercial innovation and consumer privacy and autonomy.

editor: Australian Centre for Retail Studies
research report - English
Link to original source
published: 12/2009
updated: 11/2011

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