TY - BOOK U1 - Buch A1 - Klede-Schnabel, Wanda A1 - Bug, Peter T1 - Customer loyalty programs in fashion retail - a change from multichannel to omnichannel N2 - Loyalty programs become more important in an omnichannel environment of fashion retail business. After the definition of customer loyalty and loyalty programs the main characteristics of omnichannel loyalty programs are described. As touchpoints of omnichannel loyalty programs mobile, social media, direct mail and in-store capabilities are detailed. A discussion chapter closes with recommendations for fashion retailers. KW - customer loyalty KW - fashion retail KW - omnichannel KW - touchpoint KW - mobile KW - social media KW - direct mail KW - in-store Y1 - 2016 U6 - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-13768 UN - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-13768 SP - 1 EP - 25 S1 - 25 PB - Hochschule Reutlingen CY - Reutlingen ER -