The effectiveness of loyalty programmes in the retail sector in France / Martin BADI / 2023

Titre : The effectiveness of loyalty programmes in the retail sector in France Type de document : Mémoire Auteurs : Martin BADI, Auteur Année de publication : 2023 Importance : 34 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management COMMERCE DE DETAIL ; CONSOMMATEUR ; EFFICACITE Résumé : We have observed for several years a real increase in loyalty cards and benefits for the best customers, yet there is huge competition between the different supermarkets with high volatility and changing preferences or desires. It is therefore a huge challenge for large retailers to maintain and retain the same clientele, which is why I decided to focus on loyalty programs in the retail sector in France. It is for me a subject of challenge that I find complete, worthy of research, but above all, that interests me and that, I think, will help me professionally and personally in the future. This topic is properly included in my professional career since I start, in July 2023, a Category Manager internship at Kellogg’s France. Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581914