Targeted and mass approaches to customer loyalty: are ends meeting?

This research examines the determinants in building and maintaining customer loyalty to a store. The first part investigates the strategic role of different marketing levers, ranging from traditional mass levers such as range and price to relational targeted levers based on customer segmentation and loyalty card data. The second part focuses on the role of different levers in store differentiation, that is, to what extent they are perceived by customers as distinctive to a store. For the first time, parallel analysis of retailer and consumer is used to obtain a dual perspective.