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Mesurer l'efficacité des cartes de fidélité

Author

Listed:
  • Christophe Benavent

    (CLAREE - Centre lillois d'analyse et de recherche sur l'évolution des entreprises - Université de Lille, Sciences et Technologies - CNRS - Centre National de la Recherche Scientifique)

  • Dominique Crié

    (IAE Lille - IAE Lille University School of Management - Lille - Université de Lille)

Abstract

Cet article propose une méthode de mesure de l'efficacité d'un programme de diffusion d'une carte de fidélité. Il discute également des conditions d'application de ces programmes notamment en terme de segmentation. Il s'appuie sur une analyse de panel effectuée sur le cas d'une enseigne de distribution spécialisée et d'une vingtaine de points de vente.

Suggested Citation

  • Christophe Benavent & Dominique Crié, 1998. "Mesurer l'efficacité des cartes de fidélité," Post-Print halshs-02925804, HAL.
    • Handle: RePEc:hal:journl:halshs-02925804
    DOI: 10.7193/DM.015.83-90
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