Christofle is a leading producer of quality tableware. As a producer of luxury merchandise, it faces a key issue: how to increase purchase frequency and customer value. The case documents how it has tried to achieve this. Specifically it looks at the use of its customer database, direct mailing activities and customer club; and questions the value of maintaining these operations. The case presents an analysis of some of the customer data available — purchasing habits, customer value, segmentation and repurchase rates. The case allows for a discussion on what Christofle has done and what they should do; and creates an opportunity for identifying alternative strategies for increasing customer loyalty. It also demonstrates the use of customer databases and the importance of creating customer loyalty.
