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Ivey Publishing
Indigo Books & Music Inc.: Optimizing Its Loyalty Program
Product Number:
9B07A005
Publication Date:
02/26/2007
Revised Date:
09/27/2007
Length:
9 pages (6 pages of text)
Product Type:
Case (Library)
Source:
Ivey
This case allows for a discussion on loyalty programs. How should irewards, a consumer loyalty program, take advantage of the new capabilities promised by Indigo's new customer relationship management (CRM) system. Would adjustments to the pricing structure or the membership discounts be appropriate? Ultimately, how could Indigo ensure that its irewards program was both meaningful to customers and contributed to sales growth? The basis of the irewards program was an annual membership that afforded the member discounts on books. Members were assigned a membership card with a specific number that referred to their account; an annual membership fee was the cost of the program to the customer.
Issues:
Disciplines:
Marketing
Industries:
Retail Trade
Setting:
Canada, Large, 2007
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
Associated Materials
Use With: 7B07A005 (6 min)
Supplements: 7B07A005A (160 KB)
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