About this paper
The escalating proliferation of retailer customer loyalty programs has led many to question the return on their program investment. While there is debate on the best set of outcomes to measure the ROI, one of the most widely accepted metrics is retailer loyalty. As with any product, service or program innovation, sustained loyalty program growth through differentiation is made possible with customer insights. The need for these consumer insights and data-driven recommendations is the reason for this collaborative research study between SAS and the Kellogg School of Management.
Leveraging Kellogg’s experiential learning initiative, SAS worked with a group of MBA marketing research students to pursue a rigorous study to uncover relevant consumer insights about what drives retailer loyalty. The purpose of those insights is to provide guidance for how retailers can improve their loyalty programs.