Professor Werner Reinartz
Associate Professor of Marketing

Professor Reinartz contributes a chapter 'Understanding Customer Loyalty Programs' in a recent publication - 'Retailing in the 21st Century'.

Abstract: "Loyalty programs (LPs) have become an extremely prevalent marketing tool across various industries. In retailing in particular, LPs often represent a critical part of the overall offering. Despite the prevalence of LPs, many questions remain about their efficiency and effectiveness. By addressing this aspect, this chapter attempts to generate a structured understanding of the strategic conceptualization of LPs. Within this chapter, the first section gives an overview of the ubiquity of LPs, followed by a descriptive overview of their different types and design characteristics. The third section of the chapter then discusses the specific possible roles that LPs can play as marketing instruments; that is, it answers the question "What are the various managerial objectives of introducing an LP?" The same section integrates and summarizes findings from recent academic research pertaining to LPs and addresses why different LPs may have been more or less successful in reaching their objectives. Finally, the chapter concludes with a summary and an outlook on future LP issues."

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For more information about Professor Reinartz, please consult his faculty page.