Marketing de fidélisation : Qui récolte la meilleure récompense? (in French only)


Luc Rochefort


Union des consommateurs




This research does not intend to measure the effectiveness of these loyalty programs but rather to analyze the benefits they offer consumers and at what price. Are these bonus rewards a fair exchange for the personal data used in monitoring consumption habits? In this study, Union des consommateurs shall try to gain a better understanding of loyalty programs and to assess their advantages and their disadvantages (notably: the dangers inherent in extremely refined marketing techniques and their use in pushing consumers to take on more debt). To this end, Union proposes to proceed as follows: Chapter 1 presents a theoretical overview of the marketing of customer loyalty as well as the laws on the protection of personal information. Chapter 2 enumerates and analyzes the issues connected with reward points for both merchants and consumers. Chapter 3 proposes the findings of a survey of 25 budget-consulting organizations which looks at their perceptions of possible links between rewards programs and getting into debt. Chapter 4 develops an analysis grid calculating the monetary ratio of 2 rewards from 15 loyalty cards. Finally, chapter 5 takes up the future issues connected with the marketing of customer loyalty which hinge on new technologies and the protection of privacy.

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French only

OCA Funded Research
This research received funding support through the Office of Consumer Affairs' Contributions Program.

Contact information

Union des consommateurs
7000 Parc Ave, Suite 201
Montreal, QC  H3N 1X1
(514) 521-6820
(514) 521-0736

Source: Consumer Policy Research Database

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