We estimate the joint impact of the frequency reward and customer tier components of a loyalty program on customer behavior and resultant sales. We provide an integrated analysis of a loyalty program incorporating customers' purchase and cash-in decisions, points pressure and rewarded behavior...

One-to-one marketing advocates tailoring of one or more aspects of the firm's marketing mix to the individual customer (Peppers and Rogers 1997; Peppers, Rogers and Dorf 1999; Shaffer and Zhang 2002). One-to-one marketing represents an extreme form of segmentation, with a target segment of size one....

One of the most intriguing and managerially relevant findings in the multichannel customer management literature is the positive association between multichannel purchasing and customer profitability. The question is whether this is an actionable, causal relationship. We design and implement a...

Manufacturers increasingly are introducing online direct channels, creating conflicts with retailers that market the manufacturer's brand. Research on horizontal channel entry suggests incumbent retailers protect their sales from new competitors by increasing assortment and decreasing price....