Assessment of New Loyalty Program Tool for Off-line Book-Store

A tight competition for each customer raises a question about the effectiveness of companies’ interactions with clients. One of such approach is customer relationship management. This customer-oriented approach can become a competitive company’s advantage and dramatically increase the company’s effectiveness. Marketing is one of the possible leverages that helps to build partnerships between the client and the company. One of the marketing tools influencing on relationships between a company and its customers is a loyalty program. A loyalty program element was tested for offline bookstore "Uniqstore" (Perm) and described in this paper. Experiment, as a method of data collection, was chosen as the best way to identify causal connections and verify hypotheses about the tool’s effectiveness to attract new clients and increase the number of customers’ visits. On the basis of the received data, portrait of clients in the experimental group was created, the list of initiatives was prepared for the further development of the “Uniqstore” working processes.