|
|
Article: A customer loyalty primer: how Lowrey Organ is using a rewards program to attract as well as retain customers.(FOREFRONT: NEWS * ANALYSIS * INFORMED OPINION)
- Article from:
- Music Trades
- Article date:
- May 1, 2007
CopyrightCOPYRIGHT 2007 Music Trades Corp. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
AT A TIME WHEN every segment of the industry is addressing the challenge of attracting first-time buyers and stimulating store traffic, Lowrey Organ has unveiled an unprecedented new marketing initiative. Dubbed L.I.F.E., for "Lowrey Is Fun and Easy," the effort adds a twist to conventional customer loyalty programs by rewarding those who bring in new customers.
Frank West, Lowrey's director of marketing, says that L.I.F.E is the outgrowth of an extensive analysis of customer reward programs across the spectrum of consumer products. I "There are frequent-buyer programs, frequent-flier programs, frequent player cards, and frequent-dining coupons," he says. "There ...