Paper Marnik Dekimpe accepted for publication in the International Journal of Research in Marketing
The paper by Marnik Dekimpe, co-authored with his former PhD Nick Bombaij (currently an Assistant Professor at the Amsterdam Business School) and Sarah Gelper (from TU/Eindhoven) on “Designing Successful Temporary Loyalty Programs: An Exploratory Study on Retailer and Country Differences” has been accepted for publication at the International Journal of Research in Marketing.
Abstract
Retailers increasingly adopt temporary loyalty programs (TLPs), in which consumers have limited time, often less than half a year, to save stamps and redeem highly discounted rewards. These programs often run alongside the retailers’ permanent loyalty programs in an attempt to increase customer engagement. Despite the growing popularity of TLPs, the literature on the topic remains limited. We address this gap by looking at the redemption rate, the industry’s primary success indicator, of almost 900 TLPs across a broad set of grocery retailers in 45 countries. We study the effects of four key design characteristics (the duration of the program, the discount offered, the spending requirement before an award can be redeemed, and the reward depth) on the redemption rate, and explore how these effects vary across a broad range of retailer and country characteristics. In doing so, we control for both a retailer’s potential self-selection into running a TLP and the potential endogeneity of the subsequent design choices. We derive a set of actionable results on how to design successful TLPs and show that high redemption rates are not only beneficial for the program operator and reward manufacturer, but also translate into higher sales and profit for the retailer.
Keywords: Loyalty program, Program design, Retail positioning, International marketing.