PurposeThe paper aims to review and critique the current state of loyalty program planning and analytics, highlighting a number of process and methodological deficiencies.Design/methodology/approachA general loyalty program planning approach is outlined, designed to build a foundation for a profitable loyalty initiative.FindingsThe paper demonstrates the importance of robust customer insights to program planning and its ongoing management; it also challenges the accuracy of the conventional buyer loyalty measurement approach. In particular, the paper highlights the flaws of the dichotomous loyalty classification which makes often unreasonable category purchase requirements assumptions.Originality/valueThe alternative to the loyal customers vs brand switchers buyer categorization is offered, which allows customers to be single‐brand loyal, multi‐brand loyal or brand switchers. An explicit brand buyer loyalty categorization is presented, built around explicit differentiation between repurchase exclusivity and brand loyalty.

effectiveness. Even more importantly, the focus on a 'head count' near-term programme response-as the de facto acquisition success metric, and the resultant inattentiveness to longer-term product repurchase and customer retention, continue to impact adversely the productivity of customer recruitment efforts. Many of the acquisition shortcomings are encapsulated in its most common tool, a discount-based open (ie one available to all consumers) offer, best exemplified by 'cash back' in the auto industry or manufacturers' coupons in INTRODUCTION New customer acquisition tops the marketing agenda of most organisations. After all, the ever-present attrition and the equally ubiquitous growth expectations make customer recruitment a virtual necessity. Yet, in spite of its apparent importance, acquisition as a marketing practice area remains methodologically neglected. Overreliance on convenience populationssuch as third party consumer lists coupled with generic purchase incentives and off-the-shelf consumer valuation/targeting schemes-continue to handicap its

The impact of information technologies is creating a new world yet not fully understood. The extent and speed of economic, life style and social changes already perceived in everyday life is hard to estimate without understanding the technological driving forces behind it. This series presents contributed volumes featuring the latest research and development in the various information engineering technologies that play a key role in this process.The range of topics, focusing primarily on communications and computing engineering include, but are not limited to, wireless networks; mobile communication; design and learning; gaming; interaction; e-health and pervasive healthcare; energy management; smart grids; internet of things; cognitive radio networks; computation; cloud computing; ubiquitous connectivity, and in mode general smart living, smart cities, Internet of Things and more. The series publishes a combination of expanded papers selected from hosted and sponsored European Alliance for Innovation (EAI) conferences that present cutting edge, global research as well as provide new perspectives on traditional related engineering fields. This content, complemented with open calls for contribution of book titles and individual chapters, together maintain Springer's and EAI's high standards of academic excellence. The audience for the books consists of researchers, industry professionals, advanced level students as well as practitioners in related fields of activity include information and communication specialists, security experts, economists, urban planners, doctors, and in general representatives in all those walks of life affected ad contributing to the information revolution.Indexing: This series is indexed in Scopus, Ei Compendex, and zbMATH.

No abstract

No abstract