Database Marketing and Customer Loyalty: Examining the Evidence

Journal article

This feature within the European Retail Digest is designed to highlight the shifting focus of marketing activities undertaken by European retailers from a mass- to a micro-marketing orientation. This short contribution reviews the issues associated with the increasing popularity of customer loyalty schemes and focused database marketing activity by grocery retailers in particular across Europe. These schemes have made headlines in the popular press of the Netherlands, Portugal, Ireland, Germany, France, Belgium and the UK.

Authors: Reynolds, J

• Publisher: Oxford Institute of Retail Management
• Publication date: 1995-01-01