Comments on: Loyalty – Scheme or Sham? https://www.thirdeyesight.in/loyalty-scheme-or-sham/ Third Eyesight: leading management consultant - retail, consumer, fashion, food, textiles, home, strategy, India, business growth, marketing, ecommerce, omnichannel Tue, 10 Feb 2009 05:12:59 +0000 hourly 1 https://wordpress.org/?v=6.0.1 By: priyanka https://www.thirdeyesight.in/loyalty-scheme-or-sham/#comment-173 Tue, 10 Feb 2009 05:12:59 +0000 http://thirdeyesight.in/blog/?p=192#comment-173 I agree with Kris K. The gap between the intent and the delivery is wide. The front end see loyalty only as a promotional tool and not as the first step to building a long term relationship.ADditionally, the back end is not geared to utilise the loyalty prog to the fullest. The data base is only used to send sms etc. whereas very little effort is put into segmentation and profiling of the database to undertake ” customer centric” marketing activities!!

]]> By: Kris K https://www.thirdeyesight.in/loyalty-scheme-or-sham/#comment-172 Fri, 23 Jan 2009 02:29:38 +0000 http://thirdeyesight.in/blog/?p=192#comment-172 I agree with your sentiments of loyalty programs starting as advertising/promo concept and relatively low use in the merchandising area. However, that still leaves the customer in the cold, as it benefits supply chain planning of the company, but doesn’t do much to improve the relationship, which forms basis of any loyalty. So, I would love to see a situation where a retailer starts loyalty program as an initiative of customer care/support to anchor the relationship first before using shoppers’ personal information to improve merchandising and to lower advertising costs.

]]> By: Anaggh A. Desai https://www.thirdeyesight.in/loyalty-scheme-or-sham/#comment-171 Thu, 18 Dec 2008 05:17:21 +0000 http://thirdeyesight.in/blog/?p=192#comment-171 http://www.anaggh.com/2008/09/15/crm-in-india-oh-my-god.html

http://www.anaggh.com/2008/09/15/loyalty-has-an-expiry-date.html

Exactly my sentiments! Great minds think alike:)

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