Loyalty Management

"Customer loyalty is the golden fleece of retailing. Great efforts are required to obtain it but once gained it gives authority and advantage for the owner. Cristina Ziliani and Marco Ieva provide us with insights based on sound theory and evidence on how to capture and use this golden fleece. They point out that the development of tools to … manage loyalty is not new in retail management, but importantly, now, there are new tools and concepts based on new data sources that change the ways to generate and exploit customer loyalty. The book proves an excellent guide through these new approaches, examining the why and how of their use, and their benefits and problems." — Professor John Dawson, Emeritus Professor at the University of Edinburgh and the University of Stirling

"A book that is really worth reading for at least three reasons. First, it takes the reader on a one hundred year long journey through the evolution of loyalty marketing, from the Green Stamps to the digital (branded) wallets. Second, the book is a very interesting and involving reading thanks to a balanced mix of theory and practice, in which the richness of details (a great value added) does never sacrifice the whole picture. Third, Cristina Ziliani’s expertise on loyalty marketing is a guarantee." — Professor Chiara Mauri, Professor of Marketing at LIUC and SDA Bocconi

"Ziliani and Ieva, through a deep analysis of the evolving loyalty practices worldwide, give us precious food for thought. A book to be kept on every marketer desk for years to come." — Stefano Piazzolla, Marketing Information Manager, Esselunga

"This is a welcome and very timely contribution to a fast-moving subject in an omnichannel world. The insights build on extensive experience from twenty years’ research and engagement through the Università di Parma’s Loyalty Observatory and the team led by Professor Ziliani." — Professor Jonathan Reynolds, Academic Director, Oxford Institute of Retail Management, Oxford University

"The book presents an intriguing and wide analysis of loyalty management challenges in the digital age. The authors drive the reader along a longitudinal path: from the first reward programs proposed by the supermarket chains to the last AI-based CRM approaches. They show that in this journey – even if the relational tools used by companies are constantly changing over time – the increase of customer loyalty constantly remain the main goal for brands and retailers. The contents of the book are very insightful for researchers, but also for managers and professionals, who intend to discover in a nutshell ‘the roots and the frontiers of loyalty management’." — Prof. Sandro Castaldo, Professor of Marketing, Bocconi University