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| Author: | Ziliani, C. Bellini, S. |
| Title: | Retail micro-marketing strategies and competition |
| Journal: | International Review of Retail, Distribution and Consumer Research
2004 : JAN, VOL. 14:1, p. 7-18 |
| Index terms: | Competition Marketing strategy Micromarketing Retailing |
| Language: | eng |
| Abstract: | The debate about the effect of customer specific retail marketing on competition is opened in this paper. Segmentation and targeting based on loyalty card information affects horizontal and vertical relationships. Few retailers can take advantage of the power connected to the ownership of customer information. Consumers benefit from a more targeted approach to value creation but the distribution of such value varies widely, as a consequence of micro-targeting. |
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