The importance of database marketing to develop a customer strategy through loyalty card for retail companies

Date of publication: June 15, 1995


This paper will consider the following two issues: in the first part, the state of the art of private label loyalty card in the Italian retail market will be presented and discussed, in the second one the opportunity of exploiting the loyalty card potential through a set of Database Marketing tools and a comprehensive Customer Marketing strategy will be identified and analysed.

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