COMMENTS KAPIL KUMAR SOPORY

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Another way to support a more lucrative program is by finding other partners to pay for the rewards. This is again possible if the data available through the loyalty program can be used in a meaningful way by other partners. Summary Retailers seem to have an uneasy relationship with loyalty rewards programs. Many believe the programs are unsustainable in low margin businesses or industries. But as we have shown these myths are just that and a variety of loyalty programs can be fine tuned by retailers to produce differentiation and increased profits.

When location location location is no longer enough to attract customers a program that rewards their loyalty certainly will be. COMPANY SECRETARY SMEC INDIA PRIVATE LIMITED Every retailer big or small Chinese Overseas America Number Data alike plans to cultivate and retain customers a variety of loyalty programs come handy for this. Such programs could be in the shape of offering discounts buy one get one free payments to be spread by interest free equated periodical instalments offering prizes by drawing amongst purchases made during some period etc. etc. Lot of marketing research goes on to devise new type of methods to lure customers. If well planned this action can be usefully adopted by all retailers. It is not right for smaller retailers to feel they cannot take up such actions. In India the small retailer retains customers by purchase now pay later which works well to glue the customers to the store. Hence there is no dearth of such well intentioned initiatives.





Uncovering Racial Discrimination in the ‘Sharing Economy’ by Carmen Nobel New research by Benjamin G. Edelman and Michael Luca shows how online marketplaces like Airbnb inadvertently fuel racial discrimination. The sharing economy is a burgeoning business model in which people offer their personal belongings and personal services to others usually through online marketplaces that facilitate the transactions. It seems absolutely egalitarian at face value Anyone who owns a sometimes unused thing—an apartment a car a boat—now has an easy way to advertise and share it.