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| Author: | Allaway, A. W. (et al.) |
| Title: | Deriving and exploiting behavior segments within a retail loyalty card program |
| Journal: | European Journal of Marketing
2006 : VOL. 40:11-12, p. 1317-1339 |
| Index terms: | cluster analysis consumer behaviour loyalty market segmentation |
| Language: | eng |
| Abstract: | The aim of this article is to explore the potential for deriving meaningful, managerially relevant customer segments within a retail loyalty-type program. This article uses data from the one-year test of a retail loyalty card program by a major US retailer. The results show that clearly defined segments with unique patronage profiles do exist both descriptively and statistically. |
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