Frequency and Club marketing
Frequency marketing is the term applied to any program designed to generate brand loyalty and cultivate a long- lasting relationship with customers. Specifically, it encourages and rewards the ongoing purchase of products and services. Frequency marketing has existed in one form or another for a long, long time... One of the early programs began in an A&P grocery store in New York City with trading stamps. Stamps were collected as rewards for purchases and redeemed for fun merchandise or gifts. It was a guilt-free way for families to shop for discretionary goods. People enjoyed the process of pasting the stamps in books, setting their goals, then attaining their rewards. And, of course, they kept going back (thus the frequency) again and again to the store that provided the stamps. After the idea became successful, everybody put the program in place. Shortly after this all the grocery and gas station chains had trading stamps, and they became meaningless. Today, something similar is happening with frequent flier programs. Now that all the airlines have them, the competitive advantage is lost, and many airlines would like to drop them. There are also emerging "club" systems, s
------------------------------------------------------------------------ · Sustainable growth enables a company to offer rewards and careers that attract and retain the best employees. Delivering consistently superior value to customers increases employee loyalty even more by giving people pride and satisfaction in their work. As long-term employees get to know their long-term customers, they learn to deliver still more value, reinforcing customer and employee loyalty to a greater extent. External group programs entail joint participation by two or more sponsoring companies. The program rewards consumer loyalty by offering points, such as "air miles," based on purchases of a wide variety of products or services.
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Approximate Word count = 1259
Approximate Pages = 5 (250 words per page double spaced)
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