CRM and Loyalty Marketing

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Several studies have been carried out in collaboration with several retailers:

- the BehaviorScan single-source panel that has been crossed with the internal store data base of a French retailer. The analysis involves 7 French hyper-and supermarkets covering 300.000 purchase transactions from 2.500 panelists (over a 3 years period).

- the internal store data base of a French car maintaining/repairing retailer (category killer). The analysis involves 15 outlets covering 150.000 purchase transactions from 50.000 card-holders (over a 3 years period).

- a cross-sector/country case study of more than 70 French, American, German, English, Australian, Spanish, Italian loyalty schemes

For analysis we implemented several econometric & panel analysis models:

- the Dirichlet model (a model establishing market & brand health diagnostics/benchmarks) , in order to test the impact of loyalty programs on repeat purchase behaviour.

- variance analyses & survival analyses (a good segmentation model which fits well to model customer churn probabilities and Life Time Value) with the aim of testing the impact of the loyalty card on purchase behaviour.

- the double jeopardy phenomenon is present and loyalty programs do not substantially change market structures and repeat purchase behaviour.

- impact on individual purchase behaviour is weak and short-term.

- loyalty programs primarily attract heavy customers of the store but not of the category. The consumers who adopt the loyalty card first are the high volume and loyal purchasers of the outlet. Those who adopt it later are low volume customers and are less loyal.

- Customer satisfaction is not enough to ensure customer retention.

We therfore conclude that the principal role of loyalty cards is thus to select and identify the best customers, leading therefore to an improved focus of resources. The principal findings.

My vision on optimal loyalty schemes. Click here.

If you would like me to make you inhouse training about CRM, loyalty schemes, brand diagnostics with the Dirichlet model or other topics click here for further information.

PHD Thesis

Meyer-Waarden L. (2002), « The sources of Efficiency in Loyalty Programs-An Empirical Investigation based upon a Single Source Panel »

BOOKS

Meyer-Waarden L.(2004), «La fidélisation client- Stratégies, pratiques et efficacité des outils du marketing relationnel», published Eds. Vuibert, Paris (Only in French)

Benavent C. et Meyer-Waarden L. (2004), “ Programmes de fidélisation: Stratégies et Pratiques“, to be published in  www.e-theque. com, Paris (Only in French)

JOURNALS

Meyer-Waarden L. et Benavent C. (2003),"Les cartes de fidélité comme outils de segmentation – Le cas d’une enseigne de distribution", Décisions Marketing, No.4. 19-30.

Meyer-Waarden L. (2003), "Les programmes de fidélisation et leur impact sur la structure de l’achat répété : une une étude empirique à l'aide du modèle Dirichlet" in revision for Recherche et Applications en Marketing,

CONFERENCES WITH DOUBLE EVALUATION

Meyer-Waarden L. (2004), “Loyalty Programs and their impact on Repeat Purchase Behaviour- an extension”, European Marketing Academy Conference, Murcia

Meyer-Waarden L. (2003), “Loyalty Programs and their impact on Repeat Purchase Behaviour”, Australian&New Zealand Marketing Academy Conference, Adelaide

Meyer-Waarden L. (2003), "Efficiency of loyalty programs",  E. Thil conference, La Rochelle, September.

Meyer-Waarden L. and Benavent C., (2002),"The impact of loyalty programs on consumption: a selection effect and/or a purchase behavior modification", 18. AFM (French Marketing Academy) conference, Lille.

Meyer-Waarden L. and Benavent C. (2001), " Loyalty Programs: Strategies and Practices", Education & Research Day, FEDMA, Madrid, 14 september.  

Meyer-Waarden L. and Benavent C., "Programmes de Fidélisation : Stratégies et Pratiques", 17^ème AFM (French Marketing Academy) conference, Deauville, Mai.  

Benavent C., Crié D. and Meyer-Waarden L. (2000), "Loyalty programs efficiency : a quantitative case study in the field of retailing" , European Conference of Retailing, 3^rd AFM French-German Conference about Retailing and Distribution in Europe, St. Malo , June.

PROFESSIONAL AND OTHER JOURNALS:

Points de vente, N.887, 27 Mai 2002, p.33-34

Meyer-Waarden L. (2003), “ L’efficacité Programmes de fidélisation “, La Lettre de MarketingScan, 22, Mars

Meyer-Waarden L. (2003) "Loyalty in Marketing", Minotaure Nov.

A complete litterature review about Relationship Marketing, CRM, Brand Loyalty, Retention, Loyalty schemes. Click here.