Extending Loyalty Programs with BI Functionalities A Case Study for Brick-and-Mortar Stores

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Kucklick, J.-P., Kamm, M., Schneider, J., & Vom Brocke, J. (2020). Extending Loyalty Programs with BI Functionalities A Case Study for Brick-and-Mortar Stores. Paper presented at the 53 rd Hawaii International Conference on System Sciences 2020, Hawaii. (VHB_3: C)


Beitrag in Konferenztagungsband


Effective customer loyalty programs are essential for every company. Small and medium sized brick-andmortar stores, such as bakeries, butcher and flower shops, often share a common overarching loyalty program, organized by a third-party provider. Furthermore, these small shops have limited resources and often cannot afford complex BI tools. Out of these reasons we investigated how traditional brick-andmortar stores can benefit from an expansion of service functionalities of a loyalty card provider. To answer this question, we cooperated with a cross-industry customer loyalty program in a polycentric region. The loyalty program was transformed from simple card-based solution to a mobile app for customers and a webapplication for shop owners. The new solution offers additional BI services for performing data analytics and strengthening the position of brick-and-mortar stores. Participating shops can work together in order to increase sales and align marketing campaigns. Therefore, shopping data from 12 years, 55 shops, and 19,000 customers was analyzed.



  • Institut für Wirtschaftsinformatik
  • Hilti Lehrstuhl für Business Process Management
  • Lehrstuhl für Informationssysteme und Innovation

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