Evolving Loyalty Programs- Merging Classic Loyalty with New Technology
(2008)Department of Business Administration
- Abstract
- Thesis purpose: The purpose of this thesis is to determine how a technolo-gically enhanced shopping tool, synergizing eCRM tech-niques with personalized promotion at the point-of-sale, can increase customer loyalty by considering perceptions of current grocery retailer loyalty programs in Sweden. Methodology: An exploratory research was undertaken in the light of a qualitative method collecting primary data through focus group interviews. Theoretical perspective: The major considerations regarding theoretical aspects, for this thesis, can be addressed by Behavioral/Attitudinal loyalty and Relevance of Promotion. Empirical data: The empirical data, in regards to primary data, was ga-thered based on four focus group interviews. Conclusion:... (More)
- Thesis purpose: The purpose of this thesis is to determine how a technolo-gically enhanced shopping tool, synergizing eCRM tech-niques with personalized promotion at the point-of-sale, can increase customer loyalty by considering perceptions of current grocery retailer loyalty programs in Sweden. Methodology: An exploratory research was undertaken in the light of a qualitative method collecting primary data through focus group interviews. Theoretical perspective: The major considerations regarding theoretical aspects, for this thesis, can be addressed by Behavioral/Attitudinal loyalty and Relevance of Promotion. Empirical data: The empirical data, in regards to primary data, was ga-thered based on four focus group interviews. Conclusion: The conclusions of the thesis imply, that in order to make a loyalty program successful, it needs to firstly be conven-ient for the customer; easy to join, and provide an easy and time efficient display at the point-of-sale. Secondly, it has to be relevant/meaningful in terms of cash-back, promotion and have additional functions such as life-style profiles which customers can use. Thirdly, it needs to be inspiring; through recipes on the display and giving recommendations based on other customers with similar purchase habits. Finally, the program needs to address ethical concerns; how the data is used and by whom. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1343828
- author
- Johansson, Christopher ; Ingvarsson, Carl-Johan and Klaus, Alexander
- supervisor
- organization
- year
- 2008
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Loyalty, Loyalty Programs, Personalized Promotion, Grocery retailing, eCRM, Management of enterprises, Företagsledning, management
- language
- Swedish
- id
- 1343828
- date added to LUP
- 2008-06-03 00:00:00
- date last changed
- 2012-04-02 17:07:40
@misc{1343828,
abstract = {{Thesis purpose: The purpose of this thesis is to determine how a technolo-gically enhanced shopping tool, synergizing eCRM tech-niques with personalized promotion at the point-of-sale, can increase customer loyalty by considering perceptions of current grocery retailer loyalty programs in Sweden. Methodology: An exploratory research was undertaken in the light of a qualitative method collecting primary data through focus group interviews. Theoretical perspective: The major considerations regarding theoretical aspects, for this thesis, can be addressed by Behavioral/Attitudinal loyalty and Relevance of Promotion. Empirical data: The empirical data, in regards to primary data, was ga-thered based on four focus group interviews. Conclusion: The conclusions of the thesis imply, that in order to make a loyalty program successful, it needs to firstly be conven-ient for the customer; easy to join, and provide an easy and time efficient display at the point-of-sale. Secondly, it has to be relevant/meaningful in terms of cash-back, promotion and have additional functions such as life-style profiles which customers can use. Thirdly, it needs to be inspiring; through recipes on the display and giving recommendations based on other customers with similar purchase habits. Finally, the program needs to address ethical concerns; how the data is used and by whom.}},
author = {{Johansson, Christopher and Ingvarsson, Carl-Johan and Klaus, Alexander}},
language = {{swe}},
note = {{Student Paper}},
title = {{Evolving Loyalty Programs- Merging Classic Loyalty with New Technology}},
year = {{2008}},
}