During the financial crisis, loyalty marketing emerged in the Baltic States for customer retention. Loyalty cards are a win-win for both customers and retailers, states Roberta Kniuipyte, research analyst for the Baltic States at Euromonitor. Customers obtain discounts from using the cards, and retailers retain their customer base. In the Baltic States, loyalty marketing is still in its infancy, however new technology that uses mobile phones and near field communications is being employed to serve as a new type of loyalty card.
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