The purpose of this study is to understand how loyalty programs represent a specific area with specific rules to be efficient and attracting customers with special rewards requires constant adaptation in the approach of driving a promotional strategy. Among the changes associated with the evolution of customer behavior and competitors landscape the objective of this paper will be to link loyalty program issues with an Irish retailer i.e. Dunnes Store. The analysis identifies how theories of service failure and recovery relate to the requirements for building an efficient loyalty strategy for retailers. The ways in which marketers are driving their promotional strategy to retain customers demonstrates how a strategy requires constant updates, originality and communication. This is a primarily conceptual and theoretical approach with substantive reference to magazines ads, which remains at the general level rather than looking in detail at different kinds of strategies use advertiser to drive their communication strategies to target women in magazines. This form of analysis could contribute to critical thinking about the practical implication of driving a loyalty program and specifically working with loyalty card program.
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