Loyalty card adoption in SME retailers: the impact upon marketing management

K Hutchinson, L Donnell, A Gilmore, A Reid

Research output: Contribution to journalArticle

13 Citations (Scopus)

Abstract

Purpose– The purpose of this paper is to understand how small to medium-sized enterprise (SME) retailers adopt and implement a loyalty card programme as a marketing management decision-making tool.Design/methodology/approach– A qualitative and longitudinal case study research design is adopted. Data were collected from multiple sources, incorporating semi-structured interviews and analysis of company documents and observation within a retail SME.Findings– The findings presented focus on the loyalty card adoption process to reflect both the organisational issues and impact upon marketing management decision-making.Research limitations/implications– This research is restricted to one region within the UK, investigating loyalty card adoption within a specific industry sector.Practical implications– SME retailers operate in an industry environment whereby there is a competitive demand for loyalty card programmes. SME retailers need to carefully consider how to match the firm’s characteristics with customer relationship management (CRM) operational requirements as highlighted in this case.Originality/value– The evidence presented extends current knowledge of retail loyalty card programmes beyond the context of large organisations to encompass SMEs. The study also illustrates the value of a structured, formal CRM system to help SME retailers compete in a complex, competitive and omni-channel marketplace, adding new insights into the retail literature.
LanguageEnglish
Pages467-490
JournalEuropean Journal of Marketing
Volume49
Issue number3/4
Publication statusPublished - 1 Jul 2015

Fingerprint

Retailers
Loyalty cards
Small to medium-sized enterprises
Marketing management
Retail
Management decision-making
Industry
Customer relationship management
Case study research
Management system
Organizational issues
Longitudinal case study
Design methodology
Small and medium-sized enterprises
Research design
Structured interview
Organizational impacts

Keywords

  • CRM
  • SMEs
  • Retail
  • Marketing management
  • Loyalty card

Cite this

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title = "Loyalty card adoption in SME retailers: the impact upon marketing management",
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Loyalty card adoption in SME retailers: the impact upon marketing management. / Hutchinson, K; Donnell, L; Gilmore, A; Reid, A.

In: European Journal of Marketing, Vol. 49, No. 3/4, 01.07.2015, p. 467-490.

Research output: Contribution to journalArticle

TY - JOUR

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AU - Donnell, L

AU - Gilmore, A

AU - Reid, A

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AB - Purpose– The purpose of this paper is to understand how small to medium-sized enterprise (SME) retailers adopt and implement a loyalty card programme as a marketing management decision-making tool.Design/methodology/approach– A qualitative and longitudinal case study research design is adopted. Data were collected from multiple sources, incorporating semi-structured interviews and analysis of company documents and observation within a retail SME.Findings– The findings presented focus on the loyalty card adoption process to reflect both the organisational issues and impact upon marketing management decision-making.Research limitations/implications– This research is restricted to one region within the UK, investigating loyalty card adoption within a specific industry sector.Practical implications– SME retailers operate in an industry environment whereby there is a competitive demand for loyalty card programmes. SME retailers need to carefully consider how to match the firm’s characteristics with customer relationship management (CRM) operational requirements as highlighted in this case.Originality/value– The evidence presented extends current knowledge of retail loyalty card programmes beyond the context of large organisations to encompass SMEs. The study also illustrates the value of a structured, formal CRM system to help SME retailers compete in a complex, competitive and omni-channel marketplace, adding new insights into the retail literature.

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