(Length: 14 pages)

October 4, 2005

Getting Retailers Started With A Loyalty Program

How To Make The Right Organizational And Technology Decisions

with Charles P. Wilson, Brian Tesch

Executive Summary (This is a document excerpt)

When done right, a loyalty program serves as a means to capture insight that is vital to understanding customers and increasing their loyalty. However, not all retailers need a loyalty program to create loyalty. Before deciding if such a program is right for them, retailers should analyze their product mix and customer knowledge needs. Those that should have a loyalty program will find a fragmented but flexible technology landscape. A retailer's customer information, internal resources, and cost tolerance will ultimately dictate its technology purchase decisions.

NOTES & RESOURCES

Retailers Underwhelm Customers With Loyalty Efforts

What Determines The Need For A Loyalty Program?

Successful Loyalty Programs Require Upfront Planning

Technology Solutions Vary By Retailers' Needs

Select Technology Based On Past And Future Data Needs

Review Loyalty Staff To Spot Potential Analysis Competency Gaps

Cost Separates Necessity From Luxury

WHAT IT MEANS

Retailers Extend Loyalty Efforts Beyond The Card

Supplemental Material

Forrester interviewed 17 vendor and user companies, including: Carlson Marketing Group, Circuit City Stores, Frequency Marketing, Gap, Hallmark, Loyalty Lab, Loyalty Management Group Canada, Loyalty Matrix, Maritz, Newegg.com, and Smith & Hawken.

Find Documents In Related Categories

This document falls under the following categories. Click on a link below to find similar documents.

Analyst:	Carrie Johnson
Technology:	Direct Marketing, Interactive Marketing, Marketing & Advertising, Relationship Marketing
Industry:	Retail, Retail Technologies
Geography:	North America

Forrester: - Making Leaders Successful Every Day

Search Forrester.com

Global Navigation

Local Navigation