Abstract:

Travelpass is a customer loyalty programme developed in Argentina and based on a cobranding card integrated by four main shareholders companies: Shell, Banco de Galicia, Telecom and Supermercados Norte, and other twelve companies among different industries (pharmacy, toys, restaurants, optical shop, etc.). This paper, based on concepts such as customer loyalty, CRM, and shopper understanding, shows the integration of information technology, data mining models and market research tools with the real world business problems, and how these support, drive and measure marketing and CRM actions.