Case name: CINEPLEX ENTERTAINMENT: THE LOYALTY PROGRAM

Please answer the following questions on the basis of the case.

1. Aside from gaining the CRM benefits, what would Lewthwaite like to achieve from the loyalty program? 2. Which reward structure would you choose? Why? 3. Would you develop the reward program alone? Would you partner with FlightMiles or Scotiabank? Why? 4. What marketing campaign should Lewthwaite employ? 5. Should the launch be rolled out regionally or nationally?