In what ways could Macy's expect to measure the four elements of CRM within the context...
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In what ways could Macy's expect to measure the four elements of CRM within the context of a reward program such as this? How would data be collected for each element, and how might management at Macy's use that data to provide loyal customers with a very strong relationship with the firm? Macy's Star Rewards Terms & Conditions 1. Membership ("Membership"): The Macy's Star Rewards program ("Program") is a U.S.-based loyalty program and is available only in the U.S. and its territories. Participation in the Program and the benefits of the Program are offered at the sole discretion of Macy's ("Macy's," "us," or "our"). Macy's Store and Macy's American Express® accounts (each an "Account") are automatically enrolled for Membership in the Program. Each Account is enrolled in the Program once, regardless of the number of cardholders and authorized users. Eligible customers who are U.S. residents and do not have an Account may enroll for Membership in the Program at any Macy's store or online at macys.com/starrewards. Eligible customers who enroll for Membership in the Program but do not have an Account are referred to collectively in these Terms and Conditions as "Non- Cardholders," and individually as a "Non- Cardholder." An Account is not required to enroll for Membership in the Program and no purchase is necessary to enroll. Only one Program Membership per person. 2. Eligibility: a.) Cardholders. Macy's Store and 2. Eligibility: a.) Cardholders. Macy's Store and Macy's American Express Accounts used for personal, family and household purchases will be enrolled for Membership in the Program ("Cardholder," "you," "your"). Macy's Corporate and Studio Accounts are excluded. If Macy's, in its sole discretion, determines that an Account is being used for other than personal, family and household purchases, the Account will be removed from the Program without notice. Any fraudulent activity or attempt to manipulate or abuse the Program will result in the Account being removed from the Program without notice. Macy's right to remove a Cardholder from the Program is in addition to any other legal or equitable remedies that may be available to Macy's under applicable law. When an Account is removed from the Program, all outstanding points and outstanding Star Money bonuses associated with the Account are forfeited. b.) Non-Cardholders. Customers age 16 years or older who are U.S. residents, may enroll in the Program. Any fraudulent activity or attempt to manipulate or abuse the Program will result in the Non-Cardholder's Membership being terminated without notice. Macy's right to terminate a Non- Cardholder's Membership from the Program is in addition to any other legal or equitable remedies that may be available to Macy's under applicable law. When a Non-Cardholder's Membership is terminated all outstanding noints and outstanding < G 2 3. Star Rewards Status: The Program consists of four levels: Silver, Gold, and Platinum status (available to Cardholders) and Bronze status (available to Non-Cardholders) (each a "Status"). a. Cardholder Status: Every Account with at least one Qualifying Purchase charged in the previous calendar year that is not offset by a return, discount, or adjustment is assigned a Status. A "Qualifying Purchase" is a purchase charged to the Account at Macy's, macys.com, or Macy's Backstage. The benefits available to the Account vary based on the Status. The Status of an Account is based on the net Qualifying Purchase amount (less returns, discounts (excluding employee and new Account discounts), and adjustments) on the Account in the previous calendar year ("Net Qualifying Purchases"). Star Rewards Status Silver Gold Platinum Net Qualifying Purchase Amount $1 - 499.99 $500 - 1,199.99 $1,200 and up b. Non-Cardholder Status: All Non-Cardholders are Bronze status and receive benefits available at 3. Star Rewards Status: The Program consists of four levels: Silver, Gold, and Platinum status (available to Cardholders) and Bronze status (available to Non-Cardholders) (each a "Status"). a. Cardholder Status: Every Account with at least one Qualifying Purchase charged in the previous calendar year that is not offset by a return, discount, or adjustment is assigned a Status. A "Qualifying Purchase" is a purchase charged to the Account at Macy's, macys.com, or Macy's Backstage. The benefits available to the Account vary based on the Status. The Status of an Account is based on the net Qualifying Purchase amount (less returns, discounts (excluding employee and new Account discounts), and adjustments) on the Account in the previous calendar year ("Net Qualifying Purchases"). Star Rewards Net Qualifying Purchase Status Amount Silver Gold Platinum $1 - 499.99 $500 - 1,199.99 $1,200 and up In what ways could Macy's expect to measure the four elements of CRM within the context of a reward program such as this? How would data be collected for each element, and how might management at Macy's use that data to provide loyal customers with a very strong relationship with the firm? Macy's Star Rewards Terms & Conditions 1. Membership ("Membership"): The Macy's Star Rewards program ("Program") is a U.S.-based loyalty program and is available only in the U.S. and its territories. Participation in the Program and the benefits of the Program are offered at the sole discretion of Macy's ("Macy's," "us," or "our"). Macy's Store and Macy's American Express® accounts (each an "Account") are automatically enrolled for Membership in the Program. Each Account is enrolled in the Program once, regardless of the number of cardholders and authorized users. Eligible customers who are U.S. residents and do not have an Account may enroll for Membership in the Program at any Macy's store or online at macys.com/starrewards. Eligible customers who enroll for Membership in the Program but do not have an Account are referred to collectively in these Terms and Conditions as "Non- Cardholders," and individually as a "Non- Cardholder." An Account is not required to enroll for Membership in the Program and no purchase is necessary to enroll. Only one Program Membership per person. 2. Eligibility: a.) Cardholders. Macy's Store and 2. Eligibility: a.) Cardholders. Macy's Store and Macy's American Express Accounts used for personal, family and household purchases will be enrolled for Membership in the Program ("Cardholder," "you," "your"). Macy's Corporate and Studio Accounts are excluded. If Macy's, in its sole discretion, determines that an Account is being used for other than personal, family and household purchases, the Account will be removed from the Program without notice. Any fraudulent activity or attempt to manipulate or abuse the Program will result in the Account being removed from the Program without notice. Macy's right to remove a Cardholder from the Program is in addition to any other legal or equitable remedies that may be available to Macy's under applicable law. When an Account is removed from the Program, all outstanding points and outstanding Star Money bonuses associated with the Account are forfeited. b.) Non-Cardholders. Customers age 16 years or older who are U.S. residents, may enroll in the Program. Any fraudulent activity or attempt to manipulate or abuse the Program will result in the Non-Cardholder's Membership being terminated without notice. Macy's right to terminate a Non- Cardholder's Membership from the Program is in addition to any other legal or equitable remedies that may be available to Macy's under applicable law. When a Non-Cardholder's Membership is terminated all outstanding noints and outstanding < G 2 3. Star Rewards Status: The Program consists of four levels: Silver, Gold, and Platinum status (available to Cardholders) and Bronze status (available to Non-Cardholders) (each a "Status"). a. Cardholder Status: Every Account with at least one Qualifying Purchase charged in the previous calendar year that is not offset by a return, discount, or adjustment is assigned a Status. A "Qualifying Purchase" is a purchase charged to the Account at Macy's, macys.com, or Macy's Backstage. The benefits available to the Account vary based on the Status. The Status of an Account is based on the net Qualifying Purchase amount (less returns, discounts (excluding employee and new Account discounts), and adjustments) on the Account in the previous calendar year ("Net Qualifying Purchases"). Star Rewards Status Silver Gold Platinum Net Qualifying Purchase Amount $1 - 499.99 $500 - 1,199.99 $1,200 and up b. Non-Cardholder Status: All Non-Cardholders are Bronze status and receive benefits available at 3. Star Rewards Status: The Program consists of four levels: Silver, Gold, and Platinum status (available to Cardholders) and Bronze status (available to Non-Cardholders) (each a "Status"). a. Cardholder Status: Every Account with at least one Qualifying Purchase charged in the previous calendar year that is not offset by a return, discount, or adjustment is assigned a Status. A "Qualifying Purchase" is a purchase charged to the Account at Macy's, macys.com, or Macy's Backstage. The benefits available to the Account vary based on the Status. The Status of an Account is based on the net Qualifying Purchase amount (less returns, discounts (excluding employee and new Account discounts), and adjustments) on the Account in the previous calendar year ("Net Qualifying Purchases"). Star Rewards Net Qualifying Purchase Status Amount Silver Gold Platinum $1 - 499.99 $500 - 1,199.99 $1,200 and up
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CRM Customer Relationship Management consists of four components acquisition retention loyalty and extension In the context of a reward program such a... View the full answer
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Marketing Real People, Real Choices
ISBN: 978-0134292663
9th edition
Authors: Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart
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