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Cards in context – the comparative development of local loyalty schemes

Cards in context – the comparative development of local loyalty schemes Over the last five years, a great deal of attention has been paid to the genesis of what have come to be termed local loyalty cards. Researches the development of the pioneering card - based in Leominster, Herefordshire. This programme of research has led to contacts with a large number of such schemes in Britain - totalling over 60. With the creation of a database of these cards it has now become possible to produce a typology of local loyalty cards. Examines the motivation to adopt and, ultimately, the process whereby individual localities came to select a particular system from the increasing range of available card systems. Also illustrates the remarkable diversity in the nature and scope of such card schemes. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

Cards in context – the comparative development of local loyalty schemes

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References (21)

Publisher
Emerald Publishing
Copyright
Copyright © 1999 MCB UP Ltd. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590559910297910
Publisher site
See Article on Publisher Site

Abstract

Over the last five years, a great deal of attention has been paid to the genesis of what have come to be termed local loyalty cards. Researches the development of the pioneering card - based in Leominster, Herefordshire. This programme of research has led to contacts with a large number of such schemes in Britain - totalling over 60. With the creation of a database of these cards it has now become possible to produce a typology of local loyalty cards. Examines the motivation to adopt and, ultimately, the process whereby individual localities came to select a particular system from the increasing range of available card systems. Also illustrates the remarkable diversity in the nature and scope of such card schemes.

Journal

International Journal of Retail & Distribution Management – Emerald Publishing

Published: Dec 1, 1999

Keywords: Retailing; Smart cards

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