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Lands' End, 118, 258, 276–278, 292
Landsend.com, 276
Last-minute specials, 97–98, 288
Leads:
for equipment financing, 296–299
Web-based lead-management systems, 300–302
Lehman, Julie, 130
Lemke, Tom, 179
Lenscrafters, 106
Lexus, 302
Life insurance, 29–30
Lifetime value (LTV), 9–10, 63–81, 87, 313, 315, 340
automobile company example of, 64–75
and catalogs, 282–285
computing name value from, 90–93
definition of, 64
keys to success and failure with, 80–81
loyalty program analysis of, 222
and multiple product ownership, 77–78
potential, 78–79
prospect, 79, 308–310
purpose of, 63
and recency, 171–173
and segmentation, 77
segments, calculating by, 93
and selling your marketing program, 80
and use of lifetime value data, 75–77
Live agent function, 256
Lost Highway, 120, 121, 122, 124, 126
Lottery programs, 231–235
Loyalty Effect, The (Fredrick Reichheld), 12, 29, 36, 293, 345
Loyalty Group, 116, 117
Loyalty Marketing, the Second Act (Brian Woolf), 345
Loyalty programs, 220–227, 231–235
building, 231–235
and customer service, 250–252
specialty store, 224–227
supermarket, 223–224
Web-based, 158–160
LTV (see Lifetime value)
Lundal, Jeff, xix
Lynne, Shelby, 128
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