- discount
- promotional offers
- larger awareness of products/ services
- basis for information exchange of what customer wants.
- customers often feel more positively about the rewarding, thanking/ treating aspects of the schemes rather than the discounts. some enjoy the 'game' of collecting points through offers to get the reward they want.
- benefit from buying power of scheme organiser to get 3rd party offers which they otherwise could not afford.
- better knowledge of actual and potential customer value, behaviour and needs, providing a quantified, measurable basis for determining and implementing efficient policies.
- customer knowledge for use of other parts of marketing and the company
- creating focus
- the ability to get quick learning from launches, other trial activities and marketing activity in general
- improving pricing management and its balance with promotional activity
- allowing brand-strength to be extended and deepened through use of more target communication.
http://www.alternativeminds.co.uk/DG1.pdf for more reading
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