Loyalty cards and customer behaviour: Has the loyalty card had its day in European retailing?

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

Scans the top 400 management publications in the world to identify the most topical issues and latest concepts. These are presented in an easy‐to‐digest briefing of no more than 1,500 words.

Findings

Loyalty cards have become an increasingly sophisticated marketing strategy in recent years. These bits of plastic that most of us have in our wallets serve three basic functions: identification, memory and reward. However, the important question is: do they actually work?

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2005), "Loyalty cards and customer behaviour: Has the loyalty card had its day in European retailing?", Strategic Direction, Vol. 21 No. 7, pp. 18-20. https://doi.org/10.1108/02580540510598990