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Loyalty (community) Card as a Tool of the Downtown Retailing Revitalisation
Author/s:  Luca Zanderighi 
Year:  2011 Issue: Language: Italian 
Pages:  18 Pg. 45-62 FullText PDF:  1264 KB
DOI:  10.3280/MC2011-004005
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The context of this paper is the growth of the out-of-town shopping centre and the subsequent decline of the town centre. It examines the development of a town centre loyalty card programme in the town of Savigliano and reports on qualitative and quantitative research carried out to assess the results of this initiative. The paper comments on the criteria that other town centre loyalty cards must consider and discusses the options available for enhancement of loyalty cards in the context of the role that they can play in the revitalisation of the town centre.
Keywords: Town centre management, place marketing, retail marketing, loyalty card

Luca Zanderighi, Loyalty (community) Card as a Tool of the Downtown Retailing Revitalisation in "MERCATI E COMPETITIVITÀ" 4/2011, pp. 45-62, DOI:10.3280/MC2011-004005


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