Essay outline: In your role as marketing assistant you have been asked to produce an informal report on the use of loyalty cards, for circulation to the team. The report should: 1) identify the information that IKEA obtains from customers registering and using the family card. 2) describe how this information could be used by IKEA to develo better relationships with its customers. 3) illustrate, through the use of theoretical concepts and examples, the benefits to IKEA of enhancing these customer relationships 4) assess how your organisation, or one of your choice, could learn from its approach, with a view to improving relationships with some of its own customers. Also: in addition to the informal report, and not for circulation to the marketing team, briefly discuss your views of loyalty cards, considering the benefits received and the possible drawbacks.