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Les cartes de fidélité comme outil de segmentation et de ciblage : le cas d’une enseigne de distribution

Author

Listed:
  • Lars Meyer-Waarden

    (UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse)

  • Christophe Benavent

    (Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres)

Abstract

L'objet de cette étude est de mettre en évidence les opportunités de segmentation et de ciblage des programmes de fidélisation dans le contexte de la grande distribution, à partir du marché test BehaviorScan. Les principaux résultats sont les suivants : les porteurs des cartes de fidélité possèdent un comportement d'achat plus intense et fidèle que les non-porteurs. L'effet de la carte de fidélité sur le comportement d'achat est surtout sélectif car elle attire en priorité de gros acheteurs du magasin. Le rôle principal des cartes est de segmenter et de gérer un portefeuille de clients pour sélectionner ainsi qu'identifier les meilleurs clients, conduisant ainsi à un meilleur ajustement des ressources.

Suggested Citation

  • Lars Meyer-Waarden & Christophe Benavent, 2003. "Les cartes de fidélité comme outil de segmentation et de ciblage : le cas d’une enseigne de distribution," Post-Print halshs-02919456, HAL.
    • Handle: RePEc:hal:journl:halshs-02919456
    DOI: 10.7193/DM.032.19.30
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