Purpose – In the retailing sector, consumers typically patronize multiple outlets, which leaves outlets striving to earn a greater portion of consumer expenditures. The purpose of this paper is to improve theoretical and empirical knowledge about the impact of retailing loyalty programmes on...

Purpose – The purpose of this paper is to examine the effectiveness of retail private‐label credit cards in a crowded marketplace. It offers ideas, citing examples from successful retailers, for improving the effectiveness of credit cards as a loyalty tool. Design/methodology/approach –...

Full-text of this article is not available in this e-prints service. This article was originally published [following peer-review] in Journal of Consumer Marketing, published by and copyright Emerald Group Publishing Ltd.

Full-text of this article is not available in this e-prints service. This article was originally published [following peer-review] in International Journal of Retail & Distribution Management, published by and copyright Emerald Group Publishing Ltd.

Purpose – The purpose of this research is to look at the attention span given to bills, statements, official correspondence and direct marketing by consumers in major European economies and the USA. Design/methodology/approach – Over 1,000 consumers were interviewed via web survey in the UK,...

Purpose – With the average consumer receiving six million marketing messages each year, it is increasingly difficult for marketers to achieve their desired impact. The purpose of this article is to provide ideas on sustaining brand loyalty in a crowded marketplace. Design/methodology/approach...

Purpose – The purpose of this paper is to examine the fairness of loyalty programs to consumers regarding two emerging criticisms of loyalty programs: discriminating value proposition segmentation and potential exploitation of captured personal information. Design/methodology/approach –...

Purpose – The purpose of this paper is to report a case study analysis of the major retail loyalty scheme, Tesco Clubcard, with a view to exploring how loyalty schemes can be used to add brand value. Design/methodology/approach – The paper provides a literature review that establishes the...

Purpose – The purpose of this paper is to present a blueprint for loyalty strategy development, and to inform the reader of the basic and not so basic elements that should be considered by companies, academics and executives when determining the future effectiveness and success of a customer...

Purpose – This article undertakes a case study‐based analysis of the Tesco Clubcard loyalty scheme that seeks to re‐conceptualise the role of loyalty schemes by focusing on the role of loyalty schemes in branding and brand webs. Design/methodology/approach – The article takes a case...