In both creative and marketing roles, I have been involved in relationship marketing from the point of view of customer optimization, affinity, loyalty and frequency of purchase. Among the companies where I did leading edge development were:
Franklin Mint --Collector Clubs. Original founder and director for dolls and die-cast cars (30% increase in band loyalty and frequency).
Doubleday Books -- expanded the brand to include new clubs for more specific audiences such as romance and mystery readers. Created a magazine to enhance the sense of community conducive to "book club" membership, gaining the first sales increase in six years.
Doubleday and Literary Guild books of the month clubs-- created the first loyalty and affinity club for member rewards.