This coalition loyalty program offers a unique insight into consumer behavior. The program offers customers a card to use when shopping wherever they choose. The customer then has the opportunity to earn points when shopping at more than 370 Network Partners or at any non-network retailers worldwide accepting Visa. They can then redeem those points at selected Network Partners. Both earning and redemption follow a set of rules which changed significantly in 2009. Our research sponsor is interested in finding better ways to marketing to their customers to encourage them to use the card, understanding better how the rewards program affects consumer behavior, and gauging the relative value of partners within the network and the value of the loyalty program itself. For researchers studying these questions (or others of business value), the sponsor will provide a comprehensive, anonymized data set describing 14,000 accounts, their transactions histories within or outside the Network, and their reward redemptions. The data set also includes specific transactions at the cardholder level, enabling deeper analysis than typically only available at the household level.

Note: This Research Opportunity remains open for proposal submissions. Interested researchers can submit proposals online through the WCAI Archived Proposal Submission Portal. Researchers are encouraged to review proposal submission guidelines and FAQs before submitting their proposal. Additional questions can be directed to wcai-research@wharton.upenn.edu.

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