This paper aims to characterize the current status of using customer loyalty programs in the Czech Republic. Customer loyalty programs are evaluated as a part of marketing communication, where especially customer cards have a specific role in communication mix of selected companies. Furthermore, customer loyalty programs are evaluated from the perspective of internal marketing system company, as an invaluable source of data about customers. Obtained data are used for decisions on segmentation, targeting and overall marketing strategy. Customer loyalty programs in the Czech Republic are also examined from the perspective of consumers – factors that influence consumer involvement in these programs are evaluated. The paper also shows the results of desk research about personal information provided by consumers to engage in customer loyalty programs.
Loyalty programs as a part of company’s marketing strategy
