Percorrer por autor "Ferreira, Beatriz Nieves"
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- Designing a coalition loyalty program for traditional retailPublication . Ferreira, Beatriz Nieves; Lino, Rute Sofia Barbosa XavierThis dissertation describes a plan to create a dynamic around traditional points of sale, or street shops, which, in some locations, are going through difficulties. A Multi-Vendor Loyalty program was designed taking into consideration the region of Cascais (Portugal). Nevertheless, such program can be replicated to other locations. Customers earn points from every transaction made within the participant partner stores and accumulate them in a single account. Those points are redeemed for prizes on a third-party ran online platform. Partner stores gain from the effects of customer loyalty in a network organized scheme. There are already loyalty programs that function in partnership of a portfolio of brands, but, at the level of urban retail I haven’t found any. Hence, this is an innovative solution that intends to counter the trend of increasing amounts of time and money spent in modern retail formats. Customer and retailer interviews, meetings and benchmarking were used in this study. The customer survey results show the trend for shopping at modern retail formats. The majority claims to be willing to consider using traditional retail more often if there were a loyalty coalition. The retailer survey shows that loyal customers are important for the business, which is positive because loyalty should be built upon an existing customer base. The majority says they would be willing to consider becoming partners of a Multi-Vendor Loyalty Program. This paper comprises an extensive literature review, mainly about loyalty programs, followed by the presentation of results, upon which the MVLP was designed.