Market Positioning Using Cross-Reward Effects in a Coalition Loyalty Program
Market Positioning Using Cross-Reward Effects in a Coalition Loyalty Program
复制标题
在联盟忠诚度计划中利用交叉奖励效应进行市场定位
DOI：
10.2139/ssrn.3075129
复制
发表时间：
2017
期刊：
影响因子：
--
通讯作者：
P. Fader
中科院分区：
文献类型：
--
作者：
Valeria Stourm;Eric T. Bradlow;P. Fader
单一品牌的奖励计划鼓励客户保持对单一品牌的忠诚，而联盟计划则通过提供可在合作伙伴商店兑换的积分来鼓励客户“滥交”。尽管这种与顾客的“开放关系”有好处，但商店经理们面临着合作伙伴提供的奖励如何影响自己商店交易的不确定性。我们使用多商店购买发生率的模型来展示合作伙伴商店之间共享的点的价值如何可以解释他们之间的客户级购买模式。该模型用于实证检验合作伙伴之间的奖励溢出如何由以下因素驱动的假设：（1）奖励兑换政策的差异，（2）商店之间产品类别的重叠，以及（3）城市内商店之间的地理距离。此外，我们利用自然实验产生的变化，即，计划积分的贬值，以展示积分的价值如何影响联盟内合作伙伴商店的定位以及它们之间的购买模式。最后，我们描绘了一些联盟的奖励政策的设计，包括模拟显示，以客户为中心的有针对性的奖励可以是一个有效的策略，以弥补贬值的管理影响。
While single-brand reward programs encourage customers to remain loyal to that one brand, coalition programs encourage customers to be "promiscuous" by offering points redeemable across partner stores. Despite the benefits of this "open relationship" with customers, store managers face uncertainty as to how rewards offered by partners influence transactions at their own stores. We use a model of multi-store purchase incidence to show how the value of points shared among partner stores can explain patterns in customer-level purchases across them. The model is used to empirically test hypotheses on how reward spillovers among partners are driven by: (1) differences in policies on reward redemption, (2) the overlap in product categories between stores, and (3) geographic distance between stores within a city. In addition, we leverage variation generated by a natural experiment, i.e., a devaluation of the program's points, to demonstrate how the value of points influences the positioning of partner stores within the coalition and the purchasing patterns across them. We conclude by delineating some managerial implications for the design of a coalition's reward policies, including a simulation showing that customer-centric targeted rewards can be an effective strategy to compensate for the devaluation.