Loyalty (community) Card as a Tool of the Downtown Retailing Revitalisation

Author/s Luca Zanderighi
Publishing Year 2011 Issue 2011/4
Language Italian Pages 18 P. 45-62 File size 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, <i>Loyalty (community) Card</i> come strumento di rivitalizzazione del commercio urbano in "MERCATI E COMPETITIVITÀ" 4/2011, pp 45-62, DOI: 10.3280/MC2011-004005