High-octane loyalty: a Japanese gasoline retailer beats back growing competition by using an unusual combination of data-based customer retention tools
Article Abstract:
Japanese gasoline retailer, Oura Oil, introduced a customer reward program in 1995 to compete with hypermarkets and other gasoline retailers. The recession has caused Japanese consumers to be more concerned about the price of items and not as concerned about the amount of customer service they receive. This customer reward program enables Oura to discover its major customer base through obtaining personal information before the allocation of membership cards. Oura can then determine which promotional gifts and offers are of interest to the most members.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1997
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The age of catalogs: Abacus investigates how different age groups spend on mail-order
Article Abstract:
Catalog spending differs between age groups in several categories. Clothes remain the largest spending category for all age groups, but younger buyers tend to make purchases from catalogs combining men's and women's clothing, whereas older consumers buy from gender-specific catalogs. Younger buyers make fewer gift and collectible purchases but buy more sports equipment than do older buyers.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1998
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Good playthings are good business; a Paris educational toy cataloguer has a loyal community of parents and kids to evaluate and select the products it carries
Article Abstract:
Bien Joue is an education toy mail order business that has thrived in the five years it has been in business. The cataloger's success comes from a unique marketing strategy and its close relations with its customers. Founder Jean-Luc Colonna D'Istria always involves parents and kids in selecting what is sold in the catalog. Sales have increased 35% during 1996 and 23% during 1997.
Publication Name: Marketing Tools
Subject: Advertising, marketing and public relations
ISSN: 1076-4879
Year: 1998
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Comment about this article or add new information about this topic:
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