14-07.

Loyalty marketing

Pattern description

Loyalty marketing is an approach to marketing, based on strategic management, in which a company focuses on growing and retaining existing customers through incentives. Branding, product marketing and loyalty marketing all form part of the customer proposition – the subjective assessment by the customer of whether to purchase a brand or not based on the integrated combination of the value they receive from each of these marketing disciplines.

Inventive problems

The company should constantly keep in touch with customers to attract them and to encourage customers to re-purchase.

The company should minimize communication with customers in order to reduce costs.