The release of the new Harry Potter book brought excitement in Enid's neighborhood. The local Book Universe store sold thousands of vouchers for the night of the release. The store invited Harry Potter enthusiasts to come for a party at the store that lasted until midnight when the book would be available for purchase. Book Universe developed a customer retention program based on
A) a market basket analysis.
B) creating a sense of community among its customers.
C) 1-to-1 retailing programs.
D) a tiered rewards program.
E) the concept of add-on selling offers for preferred customers.

Question

Quizplus · Accepted Answer

A retail brand community is a group of customers who are bound together by their loyalty to a retailer and the activities the retailer sponsors and undertakes. Community members identify themselves with other members and share a common interest and participation in activities related to the retailer.

The Release of the New Harry Potter Book Brought Excitement