Loyalty Programs in Retail
Benchmarking Indian against International Retailers

Team Name – In Sanity

Vivek Bhandari vivek.v.bhandari@gmail.com



Executive Summary

Today, with the tremendous growth of the retail market, customers are spoiled for choice. With stores vying for footfalls, companies have resorted to offering more for less – more quantities, better prices and better services available at the same cost to the consumer.

The focus of marketing efforts has also changed today. From merely increasing footfalls, and then focusing on top-line growth, the focus of firms has now changed to customer lifetime value. Customer lifetime value (CLV) is the value the customer generates over the whole period of association with the firm. It considers all the future cash flows of that customer arising from him consuming in the future. CRM should lead to increased CLV. When one thinks of maximizing CLV, one has to take a long term perspective......

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Title: Loyalty Programs In Retail
Approximate Word Count: 3204
Approximate Pages: 13 (250 words per double-spaced page)

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