Advance planning models in managing coalition loyalty programs

管理联盟忠诚度计划的先进规划模型

• 批准号: RGPIN-2015-06413
• 负责人: Nsakanda, AaronLuntala
• 金额: $ 1.46万
• 依托单位: Carleton University
• 依托单位国家: 加拿大
• 项目类别: Discovery Grants Program - Individual
• 财政年份: 2015
• 资助国家: 加拿大
• 起止时间: 2015-01-01 至 2016-12-31
• 项目状态: 已结题
• 来源: https://www.nserc-crsng.gc.ca/ase-oro/Details-Detailles_eng.asp?id=591046
• 关键词: Advance; planning; models; managing; coalition

Loyalty reward programs (LRPs) are marketing programs aimed at rewarding customers for repeat buying behavior. While there is a cost in offering them, they are ultimately beneficial to the firm. They serve to attract new customers, and to nurture and encourage long-term relationships with existing customers. Hence, LRPs have grown in popularity in recent years across a spectrum of industries. New ones continue to be established worldwide and existing ones continue to be restructured. AEROPLAN®, is Canada’s premier LRP. It reports 4.6 million active members in its program and is a joint venture with more than 75 partners. The cost of redeemed Aeroplan rewards is estimated at $1.382 billion for 2012 and 2013. Aeroplan is an example of a coalition loyalty program (CLP), the most complex loyalty-based systems, in terms of the membership enrollment size, diversification of customer sources for the collection of points, diversification of reward offerings, and operating costs and risks. Managing such a complex system requires advanced solutions technologies.

忠诚度奖励计划(LRP)是旨在奖励重复购买行为的客户的营销计划。虽然提供这些服务是有成本的，但它们最终对公司是有利的。它们的作用是吸引新客户，并培育和鼓励与现有客户的长期关系。因此，有限责任公司近年来在一系列行业中越来越受欢迎。世界各地不断建立新的机构，现有的机构也在继续重组。Aeroplan®是加拿大首屈一指的LRP。据报道，该计划有460万活跃成员，是一家拥有75多个合作伙伴的合资企业。2012年和2013年，Aeroplan奖励的赎回成本估计为13.82亿美元。Aeroplan是联盟忠诚度计划(CLP)的一个例子，这是一种最复杂的基于忠诚度的系统，在会员注册规模、用于收集积分的客户来源多样化、奖励产品多样化以及运营成本和风险方面。管理如此复杂的系统需要先进的解决方案技术。