In 2007, the director of marketing for Cineplex Entertainment are trying to decide whether to proceed with a loyalty program that would provide incentives for customers to see all the movies and events, and to spend more money on concessions. An important by-product will be the collection of detailed data the customer's purchase. She created four possible combinations of awards and received proposals from three vendors with experience in managing customer data banks. It must decide the structure and richness of the program, the supplier is likely to speed response to determine financial condition, and whether to start at the regional or national level. "Hide
by Kenneth J. Hardy, Renee Zatzman Source: Richard Ivey School of Business Foundation 17 pages. Publication Date: April 1, 2008. Prod. # 908A08-PDF-ENG
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