Extending Loyalty Programs with BI Functionalities

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dc.contributor.authorKucklick, Jan-Peter
dc.contributor.authorKamm, Michael
dc.contributor.authorSchneider, Johannes
dc.contributor.authorVom Brocke, Jan
dc.date.accessioned2020-01-04T07:10:09Z
dc.date.available2020-01-04T07:10:09Z
dc.date.issued2020-01-07
dc.description.abstractEffective customer loyalty programs are essential for every company. Small and medium sized brick-and-mortar stores, such as bakeries, butcher and flower shops, often share a common overarching loyalty program, organized by a third-party provider. Furthermore, these small shops have limited resources and often cannot afford complex BI tools. Out of these reasons we investigated how traditional brick-and-mortar stores can benefit from an expansion of service functionalities of a loyalty card provider. To answer this question, we cooperated with a cross-industry customer loyalty program in a polycentric region. The loyalty program was transformed from simple card-based solution to a mobile app for customers and a web-application for shop owners. The new solution offers additional BI services for performing data analytics and strengthening the position of brick-and-mortar stores. Participating shops can work together in order to increase sales and align marketing campaigns. Therefore, shopping data from 12 years, 55 shops, and 19,000 customers was analyzed.
dc.format.extent10 pages
dc.identifier.doi10.24251/HICSS.2020.022
dc.identifier.isbn978-0-9981331-3-3
dc.identifier.urihttp://hdl.handle.net/10125/63761
dc.language.isoeng
dc.relation.ispartofProceedings of the 53rd Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectBusiness Intelligence and Big Data for Innovative and Sustainable Development of Organizations
dc.subjectbrick-and-mortar stores
dc.subjectbusiness intelligence
dc.subjectcase study
dc.subjectloyalty program
dc.titleExtending Loyalty Programs with BI Functionalities
dc.typeConference Paper
dc.type.dcmiText

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