Question: Case 2 : Cineplex Entertainment: The Loyalty Program 1 . Aside from gaining the CRM benefits, what would Lewthwaite like to achieve with respect to

Case 2: Cineplex Entertainment: The Loyalty Program
1. Aside from gaining the CRM benefits,
what would Lewthwaite like to achieve with respect to the 5.3 million unique
visitors, their 7.5 average annual visits and their spending? Do you agree with
segmentation by age and the purported movie-going behavior?

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