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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Name:Klede-Schnabel, Wanda; Bug, Peter
Publisher:Reutlingen University
Place of publication:Reutlingen
Document Type:Book
Year of Publication:2016
Tag:customer loyalty; direct mail; fashion retail; in-store; mobile; omnichannel; social media; touchpoint
First Page:1
Last Page:25
Dewey Decimal Classification:330 Wirtschaft
380 Handel, Kommunikation, Verkehr
Open Access:Ja
Licence (German):License Logo  Creative Commons - Namensnennung, nicht kommerziell, keine Bearbeitung