Kelly Hlavinka, Managing Partner, COLLOQUY

The COLLOQUY Retail Loyalty Index: Where and Why They Buy

The COLLOQUY Retail Loyalty Index reveals that consumers define loyalty to a store retailer with such traditional metrics as frequency, first choice and faithfulness.

This session will explore how the EDLP model of retailing has made building consumer frequency based on the traditional marketing mix an increasingly expensive and untenable proposition. The EDLP model has also upset the traditional marketing mix by making Price the dominant “P” in the mix.

Discover how retailers have turned to loyalty marketing to create competitive advantage by building long-term relationships with consumers through targeted application of recognition and rewards. The resulting influx of transactional and behavioral data into the organization represents an opportunity for retailers to build relationships by exploiting the “gap” between behavior based on frequency and behavior based on loyalty. Retailers will achieve this goal by manipulating the foundations of consumer behavior through a new marketing mix based on merchandise, pricing, location, employee engagement and a reexamination of the  “Four P’s.”