Case Study

Serap (B)

11 pages
December 1998
Reference: IMD-5-0534

SERAP (B) discusses the loyalty program that the company is setting up to deepen its relationships with the 1 million customers in its database. The case describes the kind of database the company has developed, how it is used and with what results: three times better response than mass mailing.

Keywords
Loyalty Program, Customer Data, One-to-one Marketing, Direct Marketing, Retail
Settings
France
1993-1997
Type
Field Research
Copyright
© 1998
Available Languages
English
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Serap (A)
By Jacques Horovitz and Giana Boissonnas
Case reference: IMD-5-0529 ©1998
Summary
SERAP distributes electrical appliances at discount prices to employees of large companies through works councils. The company is trying to capture the customer franchise directly in order to build long term relationships and is wondering how to do it to get better knowledge of its 1'000'000 cutomers.
Reference IMD-5-0529
Copyright ©1998
Copyright owner IMD Copyright
Available Languages English
Contact

Research Information & Knowledge Hub for additional information on IMD publications