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Loyalty cards in the apparel industry in Germany and Spain.

Author: Sarah-Mailin Janotta
Publisher: Hamburg : Diplomica Verlag, 2014.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Database:WorldCat
Summary:
Internationally operating apparel retailers are expanding throughout Europe (Noordhoff et al, 2004; Seock and Lin, 2011). To be able to cope with the fierce competition in the apparel retail industry, many retailers have implemented loyalty cards in order to keep current customers. Several retailers have opted for a global marketing strategy which includes implementing loyalty cards with the same features in several  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Sarah-Mailin Janotta
ISBN: 9783954895151 3954895153
OCLC Number: 871780113
Description: 1 online resource (133 pages)

Abstract:

Internationally operating apparel retailers are expanding throughout Europe (Noordhoff et al, 2004; Seock and Lin, 2011). To be able to cope with the fierce competition in the apparel retail industry, many retailers have implemented loyalty cards in order to keep current customers. Several retailers have opted for a global marketing strategy which includes implementing loyalty cards with the same features in several countries (e.g. Hunkemöller, Promod, Esprit). This research is a comparative analysis of young adults, aged between 18 and 30, from a Northern European country (Germany) and a Sout.

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