Autori
Ziliani, Cristina
Ieva, Marco

Titolo
Le preferenze degli italiani per carta e digitale nel loyalty marketing
Periodico
Micro & macro marketing
Anno: 2015 - Volume: 70 - Fascicolo: 1 - Pagina iniziale: 143 - Pagina finale: 156

Loyalty programs are relationship marketing tools extensively adopted across industries. Digital offers opportunities for their innovation and differentiation but customer preferences for print versus digital elements of loyalty programs - communication, point collection, rewards, deals - are unclear. This paper aims to explore customer medium preference as far as the above elements are concerned by means of a nationally representative online survey. Six clusters are identified - from «heavy digital» to «print only» to «multichannels» - revealing diversity among Italian consumers. Marketers should strive to capture their customers' medium preferences in order to tailor loyalty program elements to the audience characteristics. As far as a transition of loyalty programs to digital, the study shows that this is not suitable for any program element or for all customers.



SICI: 1121-4228(2015)70:1<143:LPDIPC>2.0.ZU;2-7
Testo completo: http://www.rivisteweb.it/download/article/10.1431/79734
Testo completo alternativo: http://www.rivisteweb.it/doi/10.1431/79734

Esportazione dati in Refworks (solo per utenti abilitati)

Biblioteche ACNP che possiedono il periodico