Customer Loyalty Programs

Knowledge Wharton publishes this week an article about loyalty programs:

The Lowdown on Customer Loyalty Programs: Which Are the Most Effective and Why

When making a purchase, a consumer has a choice between using frequent-flier miles, cash, or some combination thereof. Which will he or she choose?...

Wharton marketing professor Xavier Drèze and Joseph C. Nunes of the University of California's Marshall School of Business have spent several years studying how these programs can be structured to generate the most revenue for companies offering them.


Links:

"Using Combined-Currency Prices to Lower Consumers' Perceived Cost" a paper by Dreze and Nunes.

The customer loyalty costs of data breaches

The Value of Privacy on Loyalty Retailing (by Melody Vargas)