Article Abstract:
Japanese gasoline retailer, Oura Oil, introduced a customer reward program in 1995 to compete with hypermarkets and other gasoline retailers. The recession has caused Japanese consumers to be more concerned about the price of items and not as concerned about the amount of customer service they receive. This customer reward program enables Oura to discover its major customer base through obtaining personal information before the allocation of membership cards. Oura can then determine which promotional gifts and offers are of interest to the most members.
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Article Abstract:
Catalog spending differs between age groups in several categories. Clothes remain the largest spending category for all age groups, but younger buyers tend to make purchases from catalogs combining men's and women's clothing, whereas older consumers buy from gender-specific catalogs. Younger buyers make fewer gift and collectible purchases but buy more sports equipment than do older buyers.
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Article Abstract:
Bien Joue is an education toy mail order business that has thrived in the five years it has been in business. The cataloger's success comes from a unique marketing strategy and its close relations with its customers. Founder Jean-Luc Colonna D'Istria always involves parents and kids in selecting what is sold in the catalog. Sales have increased 35% during 1996 and 23% during 1997.
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