ABSTRACT
A well-organized database is critical to a loyalty programme's success, not only because the loyalty programme itself can be managed more efficiently, but also because the entire company can benefit more from the customer loyalty programme if it has a database. Data collection is easier and more complete through a loyalty programme than, for example, by using TV commercials promoting a toll-free phone number and then matching the callers' telephone numbers with addresses and inputting this information into the database. With the advent of Customer Relationship Management, the database has also taken on a growing strategic role, increasing its importance as a central element of corporate marketing. By offering a customer loyalty programme card and encouraging members to use it for payment or at least for identification at the point of sale, it is easier to collect data on the purchasing behaviour of members.
