Zellers case study lease I a clear answers Questions part; based ONLY case study (Article) attached (1 source): 1. What author(s)' message? a) Major theme ( tow statement) b) Purpose message. c) Author(s)' viewpoint. What is the author(s)' message? A Major theme

Retaining customer loyalty in a competitive marketplace is one of the most difficult objectives to achieve for a retailer. Zellers, a Canadian merchandiser, was able to gain additional market share in the 1990s by instituting a program known as Club Z. The then-innovative loyalty program accorded shoppers 'points' based upon how much money they spent at Zellers. There was a strong incentive for shoppers to become part of the program, given that it was free to join. This program was widely credited with 'turning Zellers around' as a company.

b. Purpose of the message

The success of this loyalty program exemplifies the benefits of merging marketing with IT. Zellers pioneered the use of loyalty programs that did not require complicated coupon-clipping. This was only possible through the use of electronic data storage. Club Z. made things easier for both customers...

Additionally, consumers could receive extra points if they purchased certain items. The only problem with the program from the retailer's point-of-view is that Club Z. did not track information about consumer buying habits, enabling stores to have more information about what demographics preferred certain items.
c. Author(s)' viewpoint

The author of the article sees the decision as an important step forward into the future for this relatively established Canadian chain. Zellers was one of the first companies to pioneer such loyalty programs, and its launch of Club Z. during the early 1990s was a monumental success.

Q2. What evidence is offered to support this theme? a. Four key points supported

The need for vendor differentiation, maximizing perceived consumer buying leverage, accessibility and the declining value of 'retail credit' were all reflected in the new loyalty program. The program differentiated Zellers, a rather standard mid-market department store, from its competitors. It gave consumers additional buying leverage as well as fostered…