European Coalition Loyalty Program | February 6, 2013
Analysis of Coalition Loyalty Programs
Customers of a European Coalition Loyalty Program could use their card at a multitude of retailers. This map shows the location of each partner retailer, and the different colors represent the years each partner joined the loyalty program. The lightest color is the oldest, while the darkest dots joined most recently.
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.
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GRANTEES OF THE COALITION LOYALTY DATA:
PURCHASE EVOLUTION UNDER A LOYALTY PROGRAM
Yuping Liu-Thompkins, Old Dominion University
AN EMPIRICAL STUDY OF CONSUMER DECISION CALCULUS WITHIN A COALITION LOYALTY PROGRAM
YACHENG SUN, UNIVERSITY OF COLORADO AT BOULDER
Dan Zhang, University of Colorado at Boulder
PARTNER BENEFITS BASED ON NETWORK EFFECTS IN A COALITION LOYALTY PROGRAM
MATILDA DOROTIC, BI NORWEGIAN BUSINESS SCHOOL
Tammo Bijmolt, University of Groningen
Peter Verhoef, University of Groningen
Dennis Fok, Erasmus University Rotterdam
SYNERGIES IN REWARD CURRENCY UNIONS: WHICH FACTORS ENABLE FIRMS TO BENEFIT FROM SHARING A REWARDS PROGRAM?
Valeria Montero, University of Pennsylvania
UNCOVERING CONSUMERS DECISION RULES UNDER COMPLEX DYNAMIC ENVIRONMENTS: THE CASE OF A COALITION LOYALTY PROGRAM
Andrew Ching, University of Toronto
Masakazu Ishihara, New York University
WHICH IS BETTER FOR PREDICTING CUSTOMER RETENTION: PURCHASES OR REDEMPTIONS?
SANJAY BAPNA, MORGAN STATE UNIVERSITY
Gregory Ramsay, Morgan State University
HOW MUCH DOES AN INDIVIDUAL MERCHANT CONTRIBUTE TO A COALITION LOYALTY PROGRAM?
James Lattin, Stanford University
ONE TO ONE MARKETING IN THE CONTEXT OF LOYALTY PROGRAMS
Michael Lewis, Emory University
David Schweidel, Emory University
Nuo Xu, Emory University
A HIERARCHICAL BAYESIAN MODEL OF CUSTOMER PURCHASE FREQUENCY FOR COALITION LOYALTY PROGRAMS
Wayne Taylor, University of California at Los Angeles
MEMBERSHIP RESILIENCE IN COALITION LOYALTY PROGRAMS
Alexander Bleier, University of Cologne
Nathan Fong, Temple University
THE EFFECTIVENESS OF MARKETING CAMPAIGNS: DECOMPOSING ADVERTISING, PORTFOLIO AND WASTE EFFECTS
Nancy Wunderlich, University of Paderborn
Markus Kindler, University of Paderbor
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