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Customer loyalty programs in fashion retail - a change from multichannel to omnichannel

  • 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.

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Author of HS ReutlingenKlede-Schnabel, Wanda; Bug, Peter
Publisher:Hochschule Reutlingen
Place of publication:Reutlingen
Document Type:Book
Publication year:2016
Tag:customer loyalty; direct mail; fashion retail; in-store; mobile; omnichannel; social media; touchpoint
Page Number:25
First Page:1
Last Page:25
DDC classes:330 Wirtschaft
380 Handel, Kommunikation, Verkehr
Open access?:Ja
Licence (German):License Logo  Creative Commons - Namensnennung, nicht kommerziell, keine Bearbeitung