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Evolving Loyalty Programs- Merging Classic Loyalty with New Technology

Johansson, Christopher; Ingvarsson, Carl-Johan and Klaus, Alexander (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)
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author
Johansson, Christopher; Ingvarsson, Carl-Johan and Klaus, Alexander
supervisor
organization
year
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
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},
  keyword      = {Loyalty,Loyalty Programs,Personalized Promotion,Grocery retailing,eCRM,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Evolving Loyalty Programs- Merging Classic Loyalty with New Technology},
  year         = {2008},
}