Anne Sharp

Loyalty programs and their impact on repeat-purchase loyalty patterns

Abstract Loyalty programs are currently increasing in popularity around the world. This paper discusses the potential of loyalty programs to alter the normal market patterns of repeat-purchase behaviour which characterise competitive repeat-purchase markets. In line with this thinking, a large scale loyalty program is evaluated in terms of its ability to change normal repeat-purchase patterns by generating ‘excess loyalty’ for brands in the program. Panel data were used to develop Dirichlet estimates of expected repeat-purchase loyalty statistics by brand. These estimates were compared with the observed market repeat-purchase behaviour. Overall a trend towards a weak level of excess loyalty was observed, although the expected deviation was not consistently observed for all the loyalty program brands. Only two of the six loyalty program participant brands showed substantial excess loyalty deviations. However, these deviations in repeat-purchase loyalty were observed for non-members of the loyalty program as well as members and appear likely to be at least partially the result of other loyalty efforts particular to these brands.

Market statistics for the Dirichlet model: Using the Juster scale to replace panel data

Abstract The well-known NBD-Dirichlet model of purchase incidence and brand choice is usually estimated from aggregate market statistics such as penetration, average purchase frequency, and market share. In practice, panel data have been the only accurate source of this information. This research developed estimators of these market statistics based on the Juster scale, an 11-point purchase probability scale that can be applied using a survey. A validation study, involving comparisons with panel data for 16 brands in three categories, showed that the Juster-based estimators performed very well. This result allows the data requirements of the NBD-Dirichlet model to now be satisfied using a survey.

Are Australasian brands different

Over the last 30 years a range of empirical generalisations has been developed about the performance of competitive brands in frequently purchased product categories. These generalisations have been based mainly on European and US data, and this paper addresses the question of whether they also hold in Australia and New Zealand. We examined consumer panel data from four different markets (supermarkets, department stores and retail fuel in Australia and retail fuel in New Zealand) and found similar patterns to those in Europe and the USA, although there were some minor exceptions, and also some interesting variations between markets. Our results suggest that there is much that Australasian marketers can learn from using models such as the Dirichlet, which was developed in the Northern hemisphere, to identify norms and exceptions in their own markets.

Estimating informal household food waste in developed countries: The case of Australia

Food waste is a global problem. In Australia alone, it is estimated that households throw away AU

Inspiring low-energy retrofits: the influence of ‘open home’ events

5.2 billion worth of food (AU

Champagne′s Sparkling Success

616 per household) each year. Developed countries have formal waste management systems that provide measures of food waste. However, much remains unknown about informal food waste disposal routes and volumes outside of the formal system. This article provides indicative metrics of informal food waste by identifying, in detail, five of the dominant informal food waste disposal routes used by Australian households: home composting, feeding scraps to pets, sewer disposal, giving to charity, and dumping or incineration. Informal waste generation rates are then calculated from three primary data sources, in addition to data from previous Australian and UK surveys, using a weighted average method in conjunction with a Monte-Carlo simulation. We find that the average Australian household disposes of 2.6 kgs of food waste per week through informal routes (1.7 kgs via household composting, 0.2 kgs via animals, and 0.6 kgs via sewage). This represents 20% of Australian household food waste flows. Our results highlight that informal food waste is a sizable food waste flow from Australian homes, deserving of greater research and government attention. Our examination of the full extent of food waste by disposal mode provides waste managers and policy makers with clear disposal routes to target for behaviour change and positive environmental outcomes.

Champagne: A Sustainable Competitive Advantage

‘Eco open home’ events showcase environmentally sustainable home renovations and retrofits. The role of these events is explored for imparting motivation and accelerating behavioural change to the event visitors for undertaking their own low-energy retrofits. Drawing on a wide range of visitor survey datasets, these community-led and locally situated events are analyzed from a social learning perspective, focusing on the visitor experiences, and the role that open home events have as situated learning, embracing the power of storytelling. Using a ‘Many Sets of Data’ approach, data are examined from three years of Australias largest eco open home event, and visitor survey and interview reports from seven different UK eco open home events, highlighting visitor characteristics and experiences, and post-visit levels of technology adoption and behaviour change. The research finds a consistent positive experience for attendees, most of whom are homeowners already engaged on their journey of eco-home renovation. The high degree of satisfaction from attending eco open home events, combined with the high rates of perceived learning, and the track record of post-event renovation action demonstrate that these events encourage and support engaged attendees to undertake low-energy renovations.

The contribution of marketing to school-based program evaluation

Examination of the process of champagne is explored. Its distinctive competences – le terroir, methode champenoise, appellation d′origine – and its sustainable competitive advantages – supreme product quality and brand‐name – are discussed. Its marketing success is an example to marketers of other wine products – clear positioning, quality, signalling and brand defence – simple, yet very poignant.

The Real Estate Value Of Supermarket Endcaps: Why Location In-Store Matters

Champagne is the world′s most prestigious sparkling wine. It can be found on the shelves of every wine store and on the wine lists of quality restaurants all over the world. To many people it is the symbol of celebration, luxury, love, success and pleasure. This image has undoubtedly led to it being seldom the object of serious critical analysis. The history of this unique product, “Le Champagne”, the region of France in which it is produced‐”La Champagne”, and its people, the Champenois, are examined. Analysis is made of the marketing strategies and tactics that have led to champagne becoming one of the most successfully marketed wine products on the international market despite limited production and a plethora of competition from other sparkling wine producers.

Proscription and its impact on anti-consumption behaviour and attitudes: the case of plastic bags

Purpose – The purpose of this paper is to outline the contribution of marketing to program evaluation in the school sector. Schools are increasingly the target of government-funded environmental education initiatives and this paper aims to illustrate, through a sector-wide program case study, how marketing metrics can improve overall program evaluation. Existing school-based program evaluations are often not accompanied by rigorous evaluation of their impact beyond educational outcomes. Evaluation focuses instead on improving satisfaction of those already participating, rather than looking at the wider issues of program adoption and engagement levels across the sector. This paper also aims to look at how traditional marketings evaluation metrics can address this gap. Design/methodology/approach – A case study is used involving a sector-wide recycling program whose objective is to reduce waste across all schools across a State in Australia. The program, administered by a government agency, had only been e...