Prof. Dr. Arnd Huchzermeier, Jannik Wolters and Marcel Uphues (former Finance Director at Real) developed two case studies on the loyalty program RealPro. The A Case Study describes the test of the concept from the company's point of view; the B Case Study uses machine learning methods to analyze customer behavior. Using so-called balancing methods for the correct selection of control groups and the difference-in-difference methodology, the chances of success for the national roll-out of the program are even more promising. The case study has already been repeatedly tested in the MSc, MIME and CMIME programs.
We are very grateful for the support of Mr. Dirk Königsfeld (former CMO of Real), Mr. Stephan Länge (former Head of Department Customer Information Management) and Mr. Gerald Schönbucher (former CEO Real.de).
Even though the RealPro program was discontinued shortly after the company was sold to SCP for obvious reasons, the case study contains data that was collected well before this date and thus generates valid results and insights. The international referees and the Editor-in-Chief felt the same way.
Overview of publications:
- Huchzermeier, Arnd; Wolters, Jannik; Uphues, Marcel (2021a): The RealPro Customer Benefits Program: Rekindling Shopper Loyalty through a Subscription Service: Case Article. INFORMS Transaction on Education, 12 p., forthcoming
- Huchzermeier, Arnd; Wolters, Jannik; Uphues, Marcel (2021b): The RealPro Customer Benefits Program: Rekindling Shopper Loyalty through a Subscription Service: Case Study. INFORMS Transaction on Education, 20 p., forthcoming
- Huchzermeier, Arnd; Wolters, Jannik; Uphues, Marcel (2021c): The RealPro Customer Benefits Program: Rekindling Shopper Loyalty through a Subscription Service: Teaching Note. INFORMS Transaction on Education, 35 p., forthcoming
- Huchzermeier, Arnd; Wolters, Jannik; Uphues, Marcel (2021d): The RealPro Customer Benefits Program: Rekindling Shopper Loyalty through a Subscription Service: Slides. INFORMS Transaction on Education, 19 p., forthcoming
- Huchzermeier, Arnd; Wolters, Jannik; Uphues, Marcel (2021e): The RealPro Customer Benefits Program (B): Implementing Covariate Balancing and Difference-in-Differences Analysis: Case Study. INFORMS Transaction on Education, 4 p., forthcoming
- Huchzermeier, Arnd; Wolters, Jannik; Uphues, Marcel (2021f): The RealPro Customer Benefits Program (B): Implementing Covariate Balancing and Difference-in-Differences Analysis: Teaching Note. INFORMS Transaction on Education, 26 p., forthcoming