Leenheer, J.; Bijmolt, T.H.A.; van Heerde, H.J.; Smidts, A. - Tilburg University, Center for Economic Research - 2002
This paper studies the effects of loyalty programs on share-of-wallet using market-wide household panel data on supermarket purchases.We find that loyalty programs relate positively to share-of-wallet, but the programs differ in effectiveness and some are ineffective.Both a saving component and...