What is it about?
We develop a dynamic model that has the cyclical structure of customer segments through customer experience. We use time-series data on the number of members of the loyalty program “Seven Mile Program,” and confirm the validity of the approximate calculation of customer segment share, customer segment sales share, and aggregate sales performance. We present three medium-term forecast scenarios after the launch of a smartphone payment service linked with the loyalty program.
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Why is it important?
This study builds a model that integrates the cyclicality of customer segments transition through customer experiences into a loyalty matrix framework, which is a method that has previously only been used in the hospitality industry.
Perspectives
This study presents the applicability of a model-based approach for loyalty program forecasting using smartphone apps forecasting in the digital strategy of the retail industry.
Mr Makoto Kimura
Niigata University of International and Information Studies
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This page is a summary of: Customer segment transition through the customer loyalty program, Asia Pacific Journal of Marketing and Logistics, July 2021, Emerald,
DOI: 10.1108/apjml-09-2020-0630.
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