Building loyalty at Things Remembered

Abstract

Customer loyalty programs have become increasingly popular in a variety of industries. Marketers use loyalty‐building strategies to help improve customer retention and boost share of customer. One of the industries in which loyalty programs have been used frequently is retailing. When a customer walks out the door of a retail establishment, the marketer can never be sure that the customer will ever come back. In this case study we will examine how Things Remembered, a national retailer, did all the right things to implement a successful loyalty program and how they avoided many of the mistakes that cause a program to fail.

Citation

Mulhern, T. and Duffy, D. (2004), "Building loyalty at Things Remembered", Journal of Consumer Marketing, Vol. 21 No. 1, pp. 62-66. https://doi.org/10.1108/07363760410513978