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Trade network loyalty programs: theoretical basis and methodical aspects of efficiency assessment
(2020) Pakulenko, O.
The paper studies the approaches to the definition of the term "loyalty program", suggests its own understanding of the term. The dependence of the loyalty program goal on the stage of the company life cycle is examined. Material and nonmaterial client privileges are investigated. The advantages and disadvantages of loyalty programs are determined. The work highlights the main features of loyalty programs of the most popular supermarkets in Odessa. Recommendations on creation of additional privileges of loyalty programs in the B2C segment are given. Methodical approach to assessing the effectiveness of the promotional offer