The kind of loyalization strategies, the British supermarket chain Tesco, is serving as an example for its Spanish counterpart Caprabo, which is paying attention to its loyalization methods in order to make the most of its customer databases. The supermarket chain Caprabo, with more than 2 million... Continue reading

Keys for designing Profitable Acquisition and Selective Prospecting Strategies. Abstract: The great majority of companies are immersed in indiscriminate, mass obtainment tactics of a short-term nature. The challenge is not to obtain customers at any price, but rather acquire them intelligently by... Continue reading

Intelligent loyalization in large distribution The retail sector is going through a strategic change in Marketing and Client Management. El Árbol Group and the children’s fashion company Neck & Neck are two innovative examples of how to The number one channel of a big distribution... Continue reading

The hypercompetitive environment in which we operate has caused companies to put all the emphasis on obtaining new customers. In their frantic race to gain market share, many companies have ignored customer service, thus creating the paradoxical situation of investing efforts in obtainment, while... Continue reading

The power that “word of mouth” is gaining among consumers who are progressively more demanding, well-informed, and interconnected, is reaching unheard of levels. While positive references are lifting certain companies to the highest of heights, without needing practically any... Continue reading