LOYALTY MARKETING

Loyalty marketing can be define as the management process of identifying best customers and utilizing customer data and insight to create,retain and grow profitable relationship.

PRINCIPLE OF LOYALTY MARKETING (NIGERIAN BOTTLING COMPANY)
1.DIALOGUE MARKETING:The company ensures that there is an effective communication between them and their customers,They make sure that messages are delivered on time to right customers.

2.CUSTOMER BENEFICIARY PROGRAMMES:The company also make sure that they engage in programmes that will be beneficial to the customers,looking it from the customers perspective,examples of such programmes include,after sales services,giving the customers technical advice on their products,discounts,bonuses organising end of the year for their customers etc.

3.TRACKING CUSTOMER BEHAVIOUR:This involves using of a marketing database or any other means to observe customer spending,complains,orders etc.

4.MEASUREMENT:This is the comparisation in performance between the customer retetion data and loyal programme objectives.

FORMS OF LOYALTY MARKETING
Using Nigeria bottling company company as a case study,the company uses loyalty marketing based on discount and loyalty marketing based on relations.

BENEFITS THE CUSTOMER GETS ON THE FORM OF LOYAL MARKETING
1.Reduction in price on a number of goods bought.

2.After sale service,without money some of their customer can get products from the company.

3.The customers also get special bonusses and offers.

4.The customers get special attention and respect from the company.

5.They send greeting cards and birthday messages to their customers.

6.The company also educate their customers through seminars.

PROFITABILITY MEASUREMENT
The company measures profitability using the datase marking,because every transaction are entered into the datase,so its very easy to measure the profitability