LOYALTY PROGRAMS IN INDIAN RETAIL

MOHAMMED SAHIL ANSARI

TYBVOC RETAIL MANAGEMENT

H.R COLLEGE OF COMMERCE AND

ECONOMICS

ROLL NO. 2

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 ACKNOWLEDGEMENT

First and foremost I would be grateful to LORD for providing me strength to complete the
Project.

It is my great pleasure to express my sincere gratitude and thanks to my project guide, for her
valuable guidance throughout the project on using Statistical Tools

I extend my sincere thanks to all CUSTOMERS who helped me in my project by filling out
the surveys truthfully.

I would also like to thank my LOVING PARENTS, FRIENDS and well-wishers who
encourage me to complete this project successfully

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 CONTENTS

SR PARTICULARS PAGE NO.

1 Introduction to the topic 4-14
2 Research methodology and 15-33
survey results
3 Review of literature 34-52
4 Summary and research 53-54
5 Recommendation and 55
conclusion
6 References 56

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 INTRODUCTION TO RETAIL INDUSTRY

The word retail is, in fact, derived from the French word retailer, which means – “to
cut off a piece or to break bulk.”A retailer may be defined as a dealer or trader who
repeatedly sells goods in small quantities.

Retailing is the business where an organization directly sells its products and services to
an end consumer and this is for his personal use.

By definition whenever an organization, be it a manufacturing or a whole seller sells

directly to the end consumer it is actually operating in the Retail space.

The growth in Indian Retail segment was mostly attributed to factors like increasing
disposable income, favorable demographics, changing lifestyle, growth of the middle class
segment, high potential for penetration into rural markets, and progressive FDI norms

It is an Industry which is heavily dependent on consumer spending. In this ecosystem

consumers play the most important role.

Retail sales are generally driven by people’s ability (disposable income) and
willingness (consumer confidence) to buy goods and services.

"Retailing is one of the oldest business activities in India. But until the
liberalization and deregulation of the Indian economy in the 1990s, it was dominated by
small one-man retail units.

However since the past five years, it has become more structured and formalized and is
moving towards international standards. Today, the organized retail sector is an industry

Retailing may include subordinated services, such as delivery. Purchasers may be

individuals or businesses. In commerce, a "retailer" buys goods or products in large quantities
from manufacturers or importers, either directly or through a wholesaler, and then sells
smaller quantities to the end-user. Retail establishments are often called shops or stores.

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Retailers are at the end of the supply chain. Manufacturing marketers see the process of
retailing as a necessary part of their overall distribution strategy. The term "retailer" is also
applied where a service provider services the needs of a large number of individuals, such as
a public utility, like electric power.

Shops may be on residential streets, shopping streets with few or no houses or in a

shopping mall. Shopping streets may be for pedestrians only. Sometimes a shopping street
has a partial or full roof to protect customers from precipitation. Online retailing, a type of
electronic commerce used for business-to-consumer (B2C) transactions and mail order, are
forms of non-shop retailing.

Shopping generally refers to the act of buying products. Sometimes this is done to
obtain necessities such as food and clothing; sometimes it is done as a recreational activity.
Recreational shopping often involves window shopping (just looking, not buying) and
browsing and does not always result in a purchase.

ISSUES IN RETAILING:

 How can we best serve our customers while earning a fair profit?

 How can we stand out in a highly competitive environment where consumers have too
many choices?

 How can we grow our business, while retaining a core of loyal customers?

Retailers can best address these questions by fully understanding and applying the
basic principles of retailing, as well as the elements in a well-structured, systematic,
and focused retail strategy

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EVOLUTION OF INDIAN RETAIL:

Informal retailing Sector

 Typically large retailers

 Greater enforcement of taxation mechanisms

 High level of labor usage monitoring

Formal Retailing Sector

 Typically small retailers.

 Evasion of taxes

 Difficulty in enforcing tax collection mechanisms

 No monitoring of labor laws.

TYPICAL CHANNEL OF DISTRIBUTION

MANUFACTURE RETAILER

WHOLESELLER FINAL CONSUMER

A retailer sells to consumers through multiple retail formats

 Web sites

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  Physical stores

Cont....

Retail consumer markets today include high rates of personal expenditures, low
interest rates, low unemployment and very low inflation. Negative factors that impact
retail sales involve weakening consumer confidence.

One of India’s major retailers with presence in following two segments:

Lifestyle Retailing: Pantaloons, Central, Fashion Station.

Value Retailing: Big Bazaar, Food Bazaar.

Retailing is the world’s largest private industry:

Retail is the world’s largest private industry with global retail sales of roughly USD 8
trillion. Retailing is also one of the biggest contributors to the Gross Domestic Product (GDP)
of most countries and also one of the biggest employers. (Source CII McKinsey Report titled
“Retailing in India, the Emerging Revolution”)

In India, however, the retail sector has seen a high level of fragmentation with a large
share held by unorganized players.

BOOMING OF APPAREL RETAIL INDUSTRY

In India the retailers plays vital role in selling goods to the ultimate customer and day
by day number of retailers are increasing tremendously and ultimate end users are being
confused and customers keep on changing the retail store

The apparel retailers try to adopt change with new fashion and promotional
activities to ultimate customers now a day’s many franchise apparel retail store are being
increased and so that number of stores are increasing easily and retaining a customer by
apparel retailers are becoming very difficult and in order to retain customers now top apparel
retail giant like pantaloons, lifestyle, Globus, shopper stop, Westside and many more apparel

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retailers try to retain customer using various customer program because relationship with
customer is more important or else they may move easily to other retail store.

LOYALTY PROGRAM:

The word loyalty has different explanation and it all refer to way of Services. It is
important to define exactly: what is meant by loyalty in the context of Business Development
and Retention.

Several broad definitions exist, including the following:

• “The commitment of customers to a particular brand or company”

• “The extent to which your customers continue with key loyalty behavior when

Competitors offer more attractive prices, products, and/or services”

• “Faithful to any person or thing conceived of as deserving fidelity... characterized

by or showing faithfulness”

For this report, loyalty is defined as follows: “Loyalty is a positive belief,

Generated over the course of multiple interactions, in the value that a company and

Its products and/or services provide, which leads to continued interactions and

Purchases over time.”

Loyalty should not be confused with customer satisfaction. Although loyalty is built
on satisfaction, organizations can have satisfaction without loyalty. Customer

Satisfaction is an “opinion measure” about company performance and how

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Customers feel their needs were met in past interactions or by past purchases,

Whereas customer loyalty is a results measure that includes expectations of future behavior.

For example, 75 percent of consumer wireless customers are “satisfied” with their
current service, but 72 percent would be willing to switch to a competing provider.

Thus, when designing a rewards program to build loyalty, it is critical to think about how to
encourage true long-term customer loyalty and not just fleeting customer satisfaction.

LOYALTY PROGRAM BASICS

Companies typically have several goals when launching loyalty programs, all of
which are focused on generating greater profits from the program’s members.

These goals include

• Improving knowledge of the customer

• Leveraging that knowledge to increase the sales of undersold and/or highly profitable
products/services

• Increasing customer retention and purchase frequency

The most common type of loyalty program begins when a customer enrolls. From that point
forward, the organization accurately tracks information about that “member,” captures the
member’s purchases, credits points to the member based on the rules stored in a loyalty
“engine,” categorizes the member in tiers or groups based on the member’s value to the
organization, and enables the member to redeem points for products or services when various
point levels are attained. The specific types of behavior that are tracked and rewarded are
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unique to each industry/company and are typically linked to the organization’s profitability
drivers.

BENIFITS OF LOYALTY PROGRAM:

“Greater Customer Knowledge”

A loyalty program enables a company to gain detailed knowledge about its customer
base with the customer’s consent; customers actually want to provide transaction and detailed
profile information to ensure that they receive the full benefits of being a member of the
program. In some market segments—such as business-to-business—companies already
possess significant knowledge about their customers. As a result, these firms will not see
customer knowledge as an important component of a loyalty program’s value.

However, for most business-to-consumer companies, gaining this level of intimate

customer knowledge is a critical benefit of a loyalty program. In such B2C industries, loyalty
programs enable companies to match their faceless customer purchase data (what was
bought, when, at what store) with specific customer profile information, which can then be
used to create targeted marketing promotions or redesign services around high-value
customers’ needs.

The loyalty program helps to get a good relationship with customers because
without responding or not providing any special benefit the may don’t think to come again
for purchase to the particular store so Customer Relationship Management makes it very
useful

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 CRM is not just a technology, but rather a comprehensive customer-centric
approach to an organization’s philosophy in dealing with its customers. This includes policies
and process, front-of-house customer service, employee training, marketing systems and
information management. Hence it is important that any CRM implementation considerations
stretch beyond technology, towards the broader organizational requirements.

Managing the customer experience, maintaining a more reliable data base, improving service
operations. Fostering customer loyalty, embracing the characteristics of high performance
marketing and other related subjects. The loyalty program gives a good benefit’s to apparel
retailers to do more and more service to customer

INCREASED CUSTOMER RETENTION

A well-honed loyalty program improves customer retention rates, by increasing a

Member’s “switching costs,” which are costs a member would bear in order to switch to a
competing provider.

These costs can include decreased service and the time and resources required to build a
new relationship. The higher a member’s switching costs, the more likely that member is to
remain loyal.

Most loyalty programs today do not create high enough switching costs for
members. For example, airline industry frequent-flier programs all provide virtually the same
product (a seat, perhaps with a few extra inches of legroom) and the same membership
benefits (separate customer service number, priority boarding, priority upgrades, and bonus
miles).

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 If gold-tier members on one airline want to switch to a competitor because the
competitor just added nonstop service on their favorite routes, all they have to do is fax the
competitor their last frequent-flier statement, and they will immediately be made gold
members of the competitor’s frequent-flier program. Because the products and services these
two airlines and their loyalty programs provide are virtually identical, the members can
switch to a competing carrier at virtually no cost to themselves.

However, if the first loyalty program offered a unique set of benefits that the
competing carrier could not easily duplicate, it would be much less tempting for members to
switch. Companies use their loyalty programs to create these switching costs, by

• Leveraging in-depth member profile and transaction data to create unique offers

and product/services that a competitor, which does not know as much about the

member, cannot match

• Providing targeted service consistently across all channels

By using the personalized data provided by their loyalty program, companies can

create a win-win relationship with their members that cannot easily be replicated by

their competitors.

Businesses are quickly learning that being the best is no longer enough. Every
consumer demands the highest quality goods or services at the best prices, conveniently
delivered to them through whatever means and at any time they choose. So the retailers have
to do everything to meet those demands. At the same time, invest time and resources to hire
and train the staff to be courteous, friendly, helpful and trustworthy when facing customers.

Today's customers have more choice, are better informed and are more demanding
of value and return for their spending money. They look not only for the products and

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services that meet their needs at the price they are willing to pay, but for the merchant that
recognizes, appreciates and rewards their patronage.

Given this wide acceptance and popularity of reward & recognition-based loyalty
programs, merchants have leveraged, and continue to employ, programs to compliment their
traditional efforts in responding to a variety of challenges.

Now a day’s all big apparel retailers have started the loyalty program with different
benefits in order to satisfy customer needs and wants

ATTRACTING, RETAINING AND GROWING CUSTOMERS

A) Customers are becoming harder to please.

B) Companies seeking to expand profits and sales have to spend considerable time and
resources searching for new customers.

 Suspects are people or organizations that might conceivably have an interest in buying
but many not have the means or real intention to buy.

 Prospects—customers with the motivation, ability, and opportunity to make a purchase

 Customer churn—high customer defection

Two main ways to strengthen customer retention:

 Erect high switching costs.

 Deliver high customer satisfaction.

C) Most companies now recognize the importance of satisfying and retaining customers.

D) Satisfied customers constitute the company’s customer relationship capital.

Acquiring new customers cost five times more than the costs involved in satisfying and
retaining current customers.

 The average company loses 10 percent of its customers each year.

 A 5 percent reduction in customer defection rate can increase profits by 25 percent to 85

percent depending on the industry.

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 Customer profit rate tends to increase over the life of the retained customer...

TOP PLAYERS IN APPAREL RETAIL STORES ADOPETED LOYALTY PROGRAM

Pantaloons : Green Card (GC)

Shopper Stop : First Citizen (FC)

Lifestyle : The Inner Circle (TIC)

Westside : Club West

STATEMENT OF PROBLEM

To know at what extend the loyalty program pulls customers to purchase apparels at
pantaloons and to know the satisfaction level of customers whether loyalty program increase
the sales of pantaloons

OBJECTIVE

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  To know the loyalty program adopted by pantaloons and other apparel retailers.
 To know how pantaloons retain customers using loyalty program.

RESEARCH BACKGROUND

 Research - Quantitative

 Research design - Descriptive study

 Data collection - Primary Data

 Sample location - Mumbai

 Sample size - 150 customers

 Consumer targeted - customers at high street phoenix

 Data collection method - Convenience sampling by questionnaire

RESEARCH METHODOLOGY

Research method is an academic activity and as such as the term should be used in a
technical sense. This research comprises of defining and redefining problem, formulating

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hypothesis or suggested solution; collecting; organizing and evaluating data; making
deduction and reaching conclusion; and at last carefully testing the conclusion to determine
they fit the formulating hypothesis. By this way proper methodology is an essential step in
conducting research study.

RESEARCH DESIGN

A research design is the arrangement of condition for collection and analysis of data
in a manner that aim to combine relevance to research purpose with procedure. The research
design adopted for this study is descriptive type. The objective of such a study is to answer
“who, what, where and how” of the subject under investigation. It is used because of its
extensive flexibility, scope and convenience. A descriptive research study is basically
concerned with narration of particular individual or group with specific predictions.

IMPORTANCE OF THE DESCRIPTIVE RESEARCH

 To describe the demographic characteristics of certain group.

 To estimate the proportion of people in a specified population who behave in a certain

way.

 To make specific predictions.

 To determine whether certain variables are associated.

RESEARCH APPROACH

The survey method was adopted for collecting the primary data. Survey research is
the systematic gathering of data from respondents through questionnaire.

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RESEARCH INSTRUMENT

The data for this research was collected by survey techniques using interview method,
guided by questionnaire.

SAMPLING

Sample denotes only a part of the universe / population. The sample represents the
population and is having the same characterizing as the population.

SAMPLING METHOD

Non – probability sampling

This type of sampling technique gives no assurance that every element has some
specifiable change of being included. It is clear that for the non – probability samples, there is
no way of calculating the margin of error and the confidence level.

CONVENIENCE SAMPLING

Sampling refers the method of selecting items to be observed for the study. The
samples have been selected for the study based on the convenience of the researcher. The
method used here is convenient sampling, where the samples are selected based on the
convenience of researcher.

SAMPLING SIZE

Sampling size is the number of items to be selected from the universe to constitute the
sample. In this study, a sample study of 150 has been chosen.

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SAMPLING AREA

This study was undertaken at Pantaloons, Phoenix, Mumbai

DATA COLLECTION DESIGN

A marketing researcher has to make a plan for collecting data which may be primary
data, secondary data or both.

PRIMARY DATA

The primary data was obtained by administering survey method, guided by

questionnaire to collect information from customers. The questionnaire are both open and
closed ended questions

These methods were adopted since the data which is required is highly focused on customer
satisfaction

SECONDARY DATA

The secondary data are collected through various sources like

1. Secondary data are collected through internet related to industry, company,

competitors, etc

2. Review of articles being published on the topic in various magazines and newspapers

3. Data are also collected from the company brochures etc

QUESTIONNAIRES:

The best way to collect the data is to personally administer the questionnaires. The
advantage of this method is, the data can be collected from the respondents within a short
period of time. Any doubts that the respondents might have on any question could be
clarified on the spot.
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THE QUESTIONNAIRRE

1 HAVE YOU PURCHASED BEFORE AT PANTALOONS?

2 DO YOU HOLD A PANTALOONS GREEN CARD?
3 WHAT IS THE FREQUENCY OF YOUR PURCHASE AT PANTALOONS?
4 WHAT IS YOUR SATISFACTION LEVEL ON OVER ALL SHOPPING
EXPERIENCE?
5 WHAT IS YOUR SATISFACTION LEVEL IN QUALITY AT PANTALOONS?

6 WHAT IS YOUR SATISFACTION LEVEL IN DISCOUNTS AT PANTALOONS?

7 WHAT IS YOUR SATISFACTION LEVEL IN CUSTOMERS SERVICE?

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WHAT IS YOUR SATISFACTION LEVEL ON FREE PARKING FACILITY AT
PANTALOONS?
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ARE ALL PROBLEMS AND QUERIES HANDLED WELL?
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DO YOU RECEIVE PERIODIC AND PROPER UPDATES REGARDING AND
PROMOTIONS FROM PANTALOONS?
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WHAT DO YOU THINK OF THE CURRENT LOYALTY PROGRAM?
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WOULD YOU RECOMMENT OTHERS TO ENROL GREEN CARD?
13
DO YOU HOLD OTHER LOYALTY CARDS?
ANALYSIS

1. HAVE YOU PURCHASED BEFORE AT PANTALOONS?

Since there are many apparel retailers at Mumbai we should know whether
customers have purchased before or not at pantaloons

PURCHASE FREQUENCY PERCENT

YES 141 94.0

NO 9 6.0

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INFERENCE:

From the above table we conclude that 94% of the customer have purchased before at
pantaloons

2. DO YOU HOLD A PANTALOONS GREEN CARD?

This helps to know how many respondents are holding pantaloons green card

HOLDING GREEN
CARD FREQUENCY PERCENT

YES 100 66.7

NO 50 33.3

TOTAL 150 100.0

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INFERENCE:

From the above table we conclude that nearly 66.7% of customers are holding pantaloons
green card and other 33.3% are not having green card

3 .WHAT IS THE FREQUENCY OF YOUR PURCHASE AT PANTALOONS?

FREQUENCY OF PURCHASE FREQUENCY PERCENT

AS PER NEEDS 102 68.0

MONTHLY 9 6.0

ONCE IN 3 MONTHS 39 26.0

TOTAL 150 100.0

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INFERENCE:

From the above table it is concluded that nearly 68% of customers are purchasing as per need
at pantaloons a remaining 26% are purchasing once in 3 months

4. WHAT IS YOUR SATISFACTION LEVEL ON OVER ALL SHOPPING EXPERIENCE?

This helps to know the satisfaction level of customers at pantaloons

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 OVER ALL
SHOPPING
EXPERIENCE FREQUENCY PERCENT

SATISFIED 10 6.7

HIGHLY SATISFIED 140 93.3

TOTAL 150 100.0

INFERENCE:

From the above table we come to know that 93.3% of the customers are highly satisfied in the
overall shopping experience at pantaloons

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 1. WHAT IS YOUR SATISFACTION LEVEL IN QUALITY AT PANTALOONS?
This helps to know about the satisfaction level on quality because quality is
more important in apparels and it helps to decide for next purchase.

QUALITY FREQUENCY PERCENT

UNSATISFIED 3 2.0

SATISFIED 19 12.7

HIGHLY SATISFIED 128 85.3

TOTAL 150 100.0

INFERENCE:

From the above table we come to know that the satisfaction level in quality of goods and
services in which 85.3% of customers are highly satisfied and only 2% of the customers are
not satisfied in the quality

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 2. WHAT IS YOUR SATISFACTION LEVEL IN DISCOUNTS AT PANTALOONS?
The discount is one of the main factor for pulling customer to purchase more and
more so we should know the satisfaction level at pantaloons

DISCOUNT FREQUENCY PERCENT

HIGHLY UNSATISFIED 4 2.7

UNSATISFIED 8 5.3

NUETURAL 42 28.0

SATISFIED 37 24.7

HIGHLY SATISFIED 59 39.3

TOTAL 150 100.0

INFERENCE:

From the above table we conclude that nearly 39.3% of the customers are highly satisfied

And only 5.3% of the customers are highly unsatisfied

3. WHAT IS YOUR SATISFACTION LEVEL IN CUSTOMERS SERVICE?

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 The serves is an important factor at retail because if the retailer does not provide a
best serves then the wont come back so we should provide better serves so we should
know the satisfaction level

SERVICE FREQUENCY PERCENT

UNSATISFIED 8 5.3

NUETURAL 62 41.3

SATISFIED 43 28.7

HIGHLY 37 24.7
SATISFIED

TOTAL 150 100.0

INFERENCE:

From the above table we come to know that 24.8% of customers are highly satisfied and
41.3% of the customers are in neutral level

4. WHAT IS YOUR SATISFACTION LEVEL ON FREE PARKING FACILITY AT

PANTALOONS?

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 Parking facility is one of the big problem today and certain customers hesitate to
purchase if there is no parking facility so customers should be satisfied in parking facility

PARKING FREQUENCY PERCENT

HIGHLY UNSATISFIED 7 4.7

UNSATISFIED 8 5.3

NUETURAL 28 18.7

SATISFIED 45 30.0

HIGHLY SATISFIED 62 41.3

TOTAL 150 100.0

INFERENCE:

From the above table we conclude that 41.3% of the customer are highly satisfied with free
parking facility provided by pantaloons

5. ARE ALL PROBLEMS AND QUERIES HANDLED WELL?

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 In retail sectors customers are more important without customers it’s very
difficult to survive so solving of customer problem and should clear the quires

SOLVING PROBLEM
AND QUIRES FREQUENCY PERCENT

DISAGREE 2 1.3

NUETURAL 50 33.3

AGREE 61 40.7

STRONGLY AGREE 37 24.7

TOTAL 150 100.0

INFERENCE:

From the above table we conclude that only 1.3% people do not agree that the customer
service is upto the mark

6. DO YOU RECEIVE PERIODIC AND PROPER UPDATES REGARDING AND

PROMOTIONS FROM PANTALOONS?

Relationship with customer is more important we should have a close touch in

order to earn profit and increase the sales

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 Periodic and
proper updates Frequency Percent

Yes 107 71.3

No 43 28.7

Total 150 100.0

INFERENCE:

From the above table we come to know that 71.3% of the customer get periodic and
proper updates from pantaloons

7. WHAT DO YOU THINK OF THE CURRENT LOYALTY PROGRAM?

This helps to know how effective current green card program at pantaloons is

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 CURRENT LOYALTY PROGRAM

EXCELLENT GOOD AVERAGE TOTAL

118 32 11 150

78.6 21.3 7.3 100%

INFERENCE:

From the above table we come to know that 78.6% of the customers using green
card says that the current loyalty program is excellent.

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 8. WOULD YOU RECOMMEND OTHERS TO ENROL GREEN CARD?

Customers should be satisfied with green card then only they will recommend
others to enrol green card this helps to know people using green card are they willing to
recommend others

RECOMMENDATION TO
ENROLL IN THE GREEN
CARD PROGRAM

YES MAY BE TOTAL

129 21 150

86 14 100

INFERENCE:

From the above table we conclude that 129 out 150 customers are using pantaloons green
card say that they will recommend their friends to enrol in green card program

9. DO YOU HOLD OTHER LOYALTY CARDS?

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 Now a days many apparel retailers have started providing green card this helps to
know how many customers are using other loyalty card

HOLDING OTHER PRIVILAGE CARD

SHOPPER LIFESTYL
STOP E GLOBUS WESTSIDE OTHER TOTAL

58 47 12 18 15 150

38.7 31.3 8 12 10 100

INFERENCE:

From the above table we conclude that people also hold other competitors loyalty/privilege
programs/cards

REVIEW OF LITERATURE

BOOK: 1

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 “THE POWER OF LOYALTY: 10 ESSENTIAL STEPS”

The author of the book Roger L. Brooks invites us to take part in the growing loyalty
movement and shows us how to build a successful loyalty strategy following 10 essential
steps. Brooks covers the best practices and proven techniques from more than 12 customer
loyalty leaders including: Chase, JetBlue,Verizon, Subway, Starbucks, Nordstrom, Wegman's,
T.G.I. Friday's, CVS/pharmacy, Bank of Montreal, Saks Fifth Avenue and Men's Wearhouse.
He provides a comprehensive 6-point initial launch plan plus strategy essentials including
employee and company introductions to loyalty. In addition, we learn how to incorporate
loyalty initiatives into our marketing plans and budgets and identify WOW factors to set your
business apart from your competitors.

The 10 steps stated in the book are as follows:

ESSENTIAL STEP 1 - Recognize That Loyalty Is All around you; it’s EVERYWHERE.
 Learn from the BEST
 Loyalty Is Reciprocal
 Personal Relationships Yield Loyalty
 Connecting One-to-One

ESSENTIAL STEP 2 - Know Your Customers; Treat Them Like They’re Made of GOLD
 Where Did We Go Wrong?
 Training Is Key

ESSENTIAL STEP 3 - Loyalty Starts from the TOP

 Ensure the CEO Is On Board
 Be Prepared
 Internal Affairs

ESSENTIAL STEP 4 - CREATE AFFINITY: A Desire for Your Product, Brand, or Ser- vice
 Try Harder!
 To Affinity and Beyond!
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  Affinity Cards
 Be Humble

ESSENTIAL STEP 5 - Initiate Next-Generation Marketing: LOYALTY MARKETING

 Open-Mindedness

 Generational Gap?

 Set-Up a Marketing Calendar

 Market Your Redemptions

 Reinforce the Message

ESSENTIAL STEP 6 - Identify Your CUSTOMERS

 Do You Have an Existing Identifier?

 Survey Says!

 What’s My Incentive to Enroll?

 True Story

 What Is the Purpose of Capturing Customer Information?

ESSENTIAL STEP 7 - TRACK Customer Spending Activity Through Each and Ever
y Touchpoint

 What Is a Loyalty Host?

 Lose the Chip

 Use Tracking to Your Benefit

ESSENTIAL STEP 8 - Motivate Behavior to BENEFIT Customer Relations and Your

...

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  Motivate, but Don’t Mislead

 It’s the Little Things That Matter Most

 Is Discounting a Form of Loyalty?

 The Power of the Point

 Get Your Vendors Involved

ESSENTIAL STEP 9 - REWARD Customer Performance by Offering Attractive ...

 Breaking Down the Reward

 Rewards Program Pioneers

 Customers Want Transparency

 How Do They Do It?

 Attractive Redemption Options

 Choose Your Reward Options to Best Suit Your Strategy

ESSENTIAL STEP 10 - MEASURE RESULTS: You Can’t Manage What You Don’t
Measure

 Mining Data,

 Crunching Data,

 Massaging Data

 Organizational Hierarchy

BOOK: 2

“The Customer Loyalty Loop: The Science Behind Creating Great Experiences
and Lasting Impressions”
By Noah Fleming

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NOAH FLEMING the author of the book is a strategic marketing expert and CEO of Fleming
Consulting Co. He has provided coaching and consulting services for thousands of business
owners, executives, and individuals, and is an expert blogger for FastCompany and guest
blogger for The Globe and Mail's "Report on Business.
How do you grow a truly sustainable business in the hypercompetitive 21st century? By
using the practical, psychology-based strategies in this book to dive into the mind of your
customer and enhance your business’s customer experience by creating “buying loops” that
keep your customers coming back for more.

The Customer Loyalty Loop includes proven, science-backed secrets for building legions of
loyal customers who will become evangelists for your business, buy from you repeatedly, and
actually enjoy doing business with you.

You will learn a wide variety of simple but powerfully effective strategies, such as:

How to stop using gimmicks and trick promotions to encourage repeat business, and what to
do instead that will keep your customers coming back for more.
How to use the “Butler Secret” to achieve results superior to any marketing campaign or
promotion you’ll ever dream up.
Why providing the best customer service isn’t enough anymore, and what you must do
instead if you want your business to keep growing in the 21st century.
The “Bentley Strategy” that will immediately and dramatically increase customer loyalty to
your business.
And many more proven tactics and strategies.
A company would not be where it's at today without your loyal customers. And yet how much
time is spent toward improving and increasing value among your steady core versus the
time--and money!--spent on obtaining new leads, getting through closed doors, and
eventually realizing you've been beating a dead horse that is not going to win any races for
you? Why do so many companies take valuable time and resources away from focusing on
their heartbeat and go off on mad pursuits of hypotheticals that have already proven to have a
remarkably low ROI?Evergreen exposes this nonsensical chase for what it is: a brief spike in
metrics and an ongoing revenue drain, as one-time customers fail to return. It then proposes
that the better solution is to shift resources from attracting new customers to engaging the
base--every company's path to stable growth, season after season.

The entertaining stories and action steps weaved throughout these pages reveal how anyone
can:
 Cultivate the 3Cs of evergreen companies: character, community, and content
 Build loyalty programs that turn satisfied customers into enthusiastic
advocates
 Nurture profitable customers while pruning those who sap time and money

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  Inject authenticity into social media communications
 Invert the expectations gap that can drive customers awayNo matter the
business--whether it is a tech software giant or a mom-and-pop laundromat,
customer retention is the key to sustaining success. Evergreen will help you
turn satisfied customers into enthusiastic advocates and steady profits.

BOOK: 3

”Creating Loyal Profitable Customers”

By Keith Abraham

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 The author of the book Keith Abraham tells us in his book that for many businesses, staying
afloat is an everyday a struggle, but what they don't realise is that there are ways to work
'smarter' and make more profit without the backbreaking work. According to the dynamic
new book Creating Loyal Profitable Customers, by Keith Abraham, the most leveraged way
to do that is to implement a loyalty program that ensures your customers keep coming back
time and time again, bringing their friends with them. It reveals 47 tried and proven methods
of increasing customer loyalty in your business as well as easy-to-use market-tested hints and
tips that can be implemented in any business today which will dramatically increase your
bottom-line profits

 Progress - Change before you need to change Change is sometimes the hardest thing
to do. We will talk about where you are at now and what you need to change to
capitalize on the future. I will share with you how to make that transition in your
business.
 Passion - Finding a passion worth pursuing Today we need to be driven by a passion
to be significant in our marketplace. This chapter gives you a simple formula to
identify where you want to be and how to get there in the shortest possible time.
 Product - What business are you really in? Sometimes the product you are selling is
not the product people want to buy. We will define the real business your customers
want you to be in now, the business of creating a service selling experience that they
will rave about.
 Process - Creating a Service Selling System with Personality Systems drive
businesses, but people drive the systems. This chapter looks at the processes that
ensure your customers receive a great service experience. We will explore every step
and strategy to make the processes work in your business.
 Positioning - Creating a unique point of difference that sets you apart We all know
how to work hard. Now it’s time to work smarter by knowing what type of customers
you want and how to maximize your business profitability, by taking advantage of the
opportunities that exist within your current business.
 Profile - Creating a customer loyalty system that works in your business I will share
with you 47 tried and proven ways to create customer loyalty in your business. This
chapter is information-rich and strategy-specific when it comes to building and
maintaining customer loyalty in your marketplace.
 People - Are your people focused on what counts? This chapter looks at how to get
the right people doing the right job with the right results. It gives you a number of
easy to-implement tools to use to get your people committed to giving great customer
service.
 Partners - Building strategic alliances that add value to your customers Your business
can be a lonely place sometimes. We will identify whom to target as your strategic
partners so that everyone benefits - you, your customers and your strategic partners.

38
  Profits - At the end of the day are you making a profit? Profitability is king. We will
review a simple model, which will show you how you can almost double your income
without doubling your effort while still having your customers happy to pay.
 Proactive - It’s not what you say, it’s what you do that counts In today’s business
world you are either: reactive, adaptive or proactive. We will look at ways you can
take these loyalty-gaining strategies and become a proactive player in your
marketplace.

BOOK: 4

“Customer Experience For Dummies”

By Roy Barnes and Bob Kelleher
Roy Barnes and Bob Kelleher the authors of the book tell us that a positive customer
experience is absolutely essential to keeping your business relevant. Today's business owners
need to know how to connect and engage with their customers through a variety of different
channels, including online reviews and word of mouth. Customer Experience For
Dummies helps you listen to your customers and offers friendly, practical, and easy-to-
39
implement solutions for incorporating customer engagement into your business plans and
keep the crowds singing your praises.

The book will show you simple and attainable ways to increase customer experience and
generate sales growth, competitive advantage, and profitability. You'll get the know-how to
successfully optimize social media to create more loyal customers, provide feedback that
keeps them coming back for more, become a trustworthy and transparent entity that receives
positive reviews, and so much more.

Gives you the tools you need to target customers more precisely Helps you implement new
social and mobile strategies Shows you how to generate and maintain customer loyalty in
order to achieve success through multiple channels Explains how a fully-engaged customer
can help you outperform the competition Learn how to respond effectively to customer
feedback
Your brand's reputation and success is your lifeblood, and Customer Experience For
Dummies shows you how to stay relevant, add value, and win and retain customers.

Eight Steps to Creating a Great Customer Experience Program

 Step 1: Developing and deploying your customer experience intent state- ment
 Step 2: Building touchpoint maps
 Step 3: Redesigning touchpoints
 Step 4: Creating a dialogue with your customers
 Step 5: Building customer experience knowledge in the workforce
 Step 6: Recognizing and rewarding customer experience done well
 Step 7: Executing an integrated internal communications plan
 Step 8: Building a customer experience dashboard

BOOK: 5

“Customer Loyalty: How to Retain Your Customer Base Through Loyalty”

By Anthony Ekanem

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Anthony Ekanem state that customer loyalty is the single most important element to retain
within a business relationship. A lot of positive elements can be derived from a well-
established loyal customer base. Huge amounts of money is periodically allocated to
advertising, primarily to garner a bigger market share of consumers, but with the existence of
a loyal customer base, these expenses can be channeled towards other better and more
beneficial areas.
If you’re looking for long-term success, you should always keep your customers motivated to
come back for more. If not for your products alone, then for special offers and incentives.
The list of customer loyalty and retention examples can go on and on starting from
personalized discounts, early sneak peeks of newly launched products to affiliate programs,
and brand ambassador opportunities.
One of the ways to motivate shoppers is offering them to subscribe to a loyalty program. It’s
an extra perk you can give to everyone that appreciates the quality and service you’re
offering. Depending on what you do, take these business loyalty program ideas as an
inspiration for a successful program of your own:
 Free merchandise
 Rewards
 Points
 Coupons
 Advance released products
 Birthday deals
Companies which have a satisfactory percentage of loyal customers have the advantage of
channeling funds into a self-reinforcing system in which the company delivers constantly
evolving superior value and high quality products and services. This will further create the
comfortable relationship desired to continue to success- fully keep the customers both happy
and loyal. There is also the added advantage of the pre-existing customers who consciously
help to introduce friends and family to consider using the products and services based on
personal testimonies and enthusiasm.

BOOK:6

The Customer Loyalty Solution

Arthur Middleton Hughes
According to the author of the book- Arthur middleton hughes, database marketing is today's
most powerful tool for designing cost-effective, resource-efficient marketing and operations
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programs. The Customer Loyalty Solution cuts through theory and guesswork to examine
how leading marketers from Land's End to IBM are using today's new breed of database
marketing tools to compute lifetime value, cut costs in every area, and make databases easier
to access and utilize from anywhere on the globe.
The Customer Loyalty Solution combines the best of traditional practice with contemporary
market factors in terms that inspire and cut across industries. Straightforward enough for the
upcoming 1-1 marketer as well as a great catch-up for the seasoned practitioner.
Delivers practical solutions instead of hyperbole and theory. Hughes makes this book fun to
read, and he gets his point across--clearly.
Well written and easy to understand. Hughes imparts his wisdom to set realistic expectations
and provides case studies adding real-world application.
The author distills the jargon and complexity of database marketing into a refreshingly
straightforward and practical guide. The Customer Loyalty Solution should be required
reading for anyone serious about making database marketing work.
New technologies like the Web have brought unprecedented change to database marketing.
But some things never change. Successful marketers have learned that to understand their
customers they must still think like their customers, who continue to ignore one-time
discounts to ask, "Why would I want to be that company's customer? What's in it for me?"
The Customer Loyalty Solution goes straight to the source, revealing how marketers today
are leveraging their database marketing programs to identify and attract the most profitable
new customers, increase current customer retention and repurchase, and identify and reward
their most loyal and profitable customers. More than 40 detailed case studies and dozens of
examples reveal success stories including
Verizon's "best in class" datamart that realized a 1681 percent return on marketing investment
Isuzu's database project that targeted only their best prospects--and cut industry-standard per-
unit sales costs in half
Weekly Standard's variable headline strategy that increased direct mail response rates by
nearly 25 percent
Author and database marketing pioneer Arthur Hughes doesn't hide behind incomprehensible
formulas and impossible-to-navigate layouts. Each easy-to-follow chapter clearly addresses
and explains a different piece of the database-marketing puzzle. Case studies are clearly
marked and detail what went right--or wrong. Chapter-ending synopses summarize the
lessons to be learned in each chapter and clearly review what worked and what didn't. These
features and others combine with innovative charts and quizzes to ensure hands-on
understanding of material covered and make the book a timely, practical guide.
The Customer Loyalty Solution reveals how database marketing and customer relationship
management initiatives are making a difference, today, for the world's leading marketers. It
provides you with step-by-step techniques for benchmarking their efforts to develop
intelligent strategies of your own, understanding how and why they work, and monitoring
their results to continually adjust and modify for changing market conditions. The result will

42
be far stronger customer loyalty, more consistent repeat sales, and a database-marketing
program that is enjoyable and successful--for both you and your most profitable customers.

BOOK: 7

“The Loyalty Leap”

by Bryan Pearson
The Loyalty Leap by Bryan Pearson is an interesting high-level read providing insight into
the benefits, huge positive potential, and risks of companies using customer data to interact in
a more intimate and, Brian argues, more effective way with their customers. To a customer,
43
this is a great book to see how your data is used and managed. To a business, it provides
valuable insights into the benefits of good data management.

Consumer insights are blended with marketing concepts to create a clear, well-rounded view
of customer loyalty. To cement these concepts, Brian uses several clear examples to show real
triumphs and failures in this area. His long-standing tenure with Loyalty One, and experience
in the loyalty marketing space overall, is visible in the depth within clear, simply explained
insights. An easy, concise and interesting read.

This book seems to be geared towards the larger corporation. The limited examples of tools
for small businesses, and methods for producing customer insights without “big data” may
leave the over two-million small businesses in Canada feeling a little excluded, despite there
being a lot to learn from the customer intimacy in a well-run small business. Having said that,
the concepts discussed are generally universal, despite the logistics and examples being
primarily ‘bigger-business’ focused.

The views expressed in this book are well balanced overall, however Brian Pearson’s (in
many ways justified) devotion to Loyalty One may leave the reader wondering if descriptions
of Loyalty One and his experiences may be influenced by where his own loyalty lies. This is
not a bad thing, but rather further demonstrates the effectiveness of the concepts in The
Loyalty Leap. After all, Brian’s loyalty shows his own practical belief in the tools discussed
in his book.
Most consumers no longer trust companies like they used to. So how then has Bryan Pearson
convinced 99.99% of his 10 million customers in Loyalty One’s AIR MILES Rewards
Program to willingly share their personal information?

Companies often make the mistake of assuming that consumers trust an abstract brand when
in fact the opposite is true; the true face of an organization is the human behind the counter or
on the other end of the phone. Improving those interactions is the key to developing strong,
long-term customer relationships.

THE LOYALTY LEAP shows readers how to build the unwavering consumer loyalty needed
for a subsequent long-term relationship and how to do so without infringing on the privacy of
their consumers.
This book thoroughly introduces its reader to the same concept at least 50 times, with little to
no variation in how its described or presented. Chapters felt overly long and didn't provide
any new insight that couldn't have been covered in 50 pages or less. Giving chapters different
titles is not enough to trick me into believing it's new information, and this attempt at pulling
the wool over my eyes just annoyed me from start to finish. Pearson's tone of voice was
relatable, but the content was so dull it didn't even matter.
Bryan Pearson has elevated the abstract business concept of loyalty marketing into a
consumer service of real emotional value. In The Loyalty Leap, he describes, through
insightful first-hand accounts and behind-the-curtainstories, just how the responsible use of
data can result in customer intimacy.

44
Many good ideas ... world of "loyalty" programs now moving so quickly that some of the
basics expressed in this should be required reading. The underlying "why" and "how" a brand
may be able to motivate fans, advocates and loyal customers is still of value - even as tactics
and delivery systems evolve oh so quickly.

BOOK: 8

“Customer Clubs and Loyalty Programmes: A Practical Guide”

by Stephan A. Butscher
the book by Stephen A. Butscher informs the readers that one of the most effective
protections against competition is long-term customer loyalty. This book presents a step-by-
step guide which argues that the key to customer loyalty lies in the right mix of financial and
non-financial benefits. The book takes the reader through the necessary steps to research, plan
45
and launch a programme that builds and develops the relationship between company and
customer. It places special emphasis on value measurement and selection of the right benefits
and aims to help the reader integrate the loyalty programme into every part of their
organization. It also offers techniques to measure the ongoing success of the strategy and
developing and growing the programme. The book includes case studies from some of the
most successful companies from the UK, Europe, Australia and the USA, including
Volkswagen Club, Kawasaki Riders Club, Microsoft Advantage and Swatch The Club.
The whole is great than the sum of the parts: this is the most basic premise of integrated
marketing communication (IMC). Synergies can be generated if marketing communication is
considered as a whole rather than planning advertising, public relations or promotion in
isolation. This title takes this approach and can truly make the claim to the the first genuinely
IMC text. Responding to market demands, this title is has been comprehensively re-organised
into 4 parts (16 chapters) to suit Australia/New Zealand one-semester courses. Part 1 puts
marketing communication into an Australia and New Zealand context. Armed with the
context, students are given an overview of the communication process and basic theories and
models in Part 2. In Part 3 students can begin to plan strategy with confidence and decide on
tactics. By Part 4, students are able to integrate strategies and look at a number of different
communication disciplines - direct and interactive, public relations and sponsorship, sales
promotion and personal selling.

9. Article

Implementing customer loyalty

By Chris Allen

This article by Chris Allen describes to us the various steps involved in implementing
customer loyalty. It costs a lot less to keep existing customers than to earn new ones.
One of the best ways to keep customers coming back for more is by establishing an

46
 effective loyalty or rewards program in your retail store. The most successful retail
customer loyalty programs are carefully developed to appeal to a company’s best
customers, so it’s crucial to put plenty of thought and planning into the process. They
can even bring back profitable customers who defected to other brands. Finally, such
programs provide indispensable insights into customers’ spending habits, which can
be used to fine-tune your marketing strategy.

Chris Allen takes us through four phases of implementing customer loyalty:

Phase One: Planning Your Loyalty Program

The success of your loyalty program hinges on how well you plan it out. The steps you’ll
need to take may vary depending on your business, but will typically include:
 Establish Goals
 Identify Key Customers
 Determine What Customers Like About Your Products
 Choose a Program Type
 Decide How You Will Track Participation

Phase Two: Developing Your Loyalty Program

During the development phase, you will work out the finer details of your program. A few
things to consider as you develop it include:
 Rules
 Reward Currency
 Communication

Phase Three: Testing Your Loyalty Program

Even if you’ve planned and developed your loyalty program with extreme care, things can
and will go awry in the early stages. Therefore, extensive testing should be performed.
Otherwise, you run the risk of never recouping the money you’ve spent, damaging your
brand, facing legal trouble, or even losing the goodwill of your best customers.
 Start With a Pilot Program
 Fix the Bugs
 Go Live

47
Phase Four: Managing and Improving Your Loyalty Program
There is no finish line when it comes to loyalty programs. The most successful and useful
programs are continually monitored and improved over time. As you gain new information
about your customers through their activities with the program, you’ll be able to develop new
ways to engage with them to encourage more profitable transactions.
 Put the Data You Collect to Good Use
 Measure Your Results
 Make Improvements and Adjustments as Necessary

10. Article

7 Proven Customer Loyalty Programs That Work

By Rikke Berg Thomsen

Rikke Berg Thomsen takes us through the various possible and industrially proven customer
loyalty programs. She starts by saying that turning customers into brand loyalists is no easy
feat. For one thing, you need a predictable and repeatable strategy for incentivizing customers
to buy from you over again…

48
And that’s where customer loyalty programs come in. With the right initiative, you can turn
first-time buyers into repeat customers, and keep your brand top of mind.
In this post, I’ll show you seven customer loyalty program examples from top brands that you
can model to drive more sales, improves customer retention, and builds stronger relationships
with customers.
Rikke states seven programs in this article they are:
1. The Points Program (The North Face)
The points system focuses on the principle that the more you spend, the more points you get
in return.
Every time a customer makes a purchase, they get a certain amount of points depending on
how much they spent.
2. The Paid Program (Barnes & Noble)
Paid programs involve inviting customers to pay a monthly or annual fee to join your VIP
member’s club.
For this type of loyalty program to be effective, you need to market it to existing customers or
frequent buyers. After all, new customers are unlikely to join a rewards program unless
you’re a big, recognizable brand.
Most importantly, though, a paid program must include member-exclusive benefits.
Otherwise, it will lose its value.

3. The Charity Program (The Body Shop)

Not all loyalty programs include discounts.
You can incorporate your business values into a program to build a stronger relationship with
your customers. In fact, if you structure a loyalty program around mutual values, customers
are more likely to become brand loyalists.
The Body Shop has nailed this approach by making animal welfare part of their program.
4. The Tier Program (e.l.f.)
The tier system focuses on levels of loyalty. Put another way, the more loyal your customers
are to your brand (read: the more they buy from you), the greater the rewards they’ll receive.
Offering tiers in a loyalty program is a great way to engage customers and keep your brand
top of mind. Further, tiers play on aspects of gamification where members reach higher
levels, the more they “play.”
5. The Progress Program (Nike)
Progress is a great motivator.
The more people believe they are nearer to achieving a goal, the more committed they are to
their efforts to achieve that goal.
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This is known as the endowed progress effect, and it’s an effective psychological trigger you
can use in your loyalty program to encourage repeat engagement.
6. The Community Program (Sephora)
When talking about customer loyalty programs, we can’t leave out Sephora.
Sephora has a comprehensive loyalty program (Beauty Insider) that offers many different
benefits. Besides using both a point system and a tiered program, Sephora’s loyalty program
also gives members exclusive access to a community of like-minded people.
In this community, members can connect with each other, find inspiration, sign up for
exclusive events, and more.
7. The Subscription Program (Bean Box)
There’s a new type of loyalty program in town…
…it’s the subscription program.
This is not your traditional loyalty program where rewards and benefits are offered.
Rather, you offer your products on subscription.

Summary and research

Several broad definitions exist, including the following:

 The commitment of customers to a particular brand or company‖

 The extent to which your customers continue with key loyalty behaviour when
 Competitors offer more attractive prices, products, and/or services‖
 Faithful to any person or thing conceived of as deserving fidelity... characterized by or
showing faithfulness‖

50
For this report, loyalty is defined as follows: Loyalty is a positive belief, Generated over the
course of multiple interactions, in the value that a company and Its products and/or services
provide, which leads to continued interactions and Purchases over time.‖

The goals of customer loyalty include:

 Improving knowledge of the customer

 Leveraging that knowledge to increase the sales of undersold and/or highly profitable
products/services
 Increasing customer retention and purchase frequency
 The costs of serving loyal customers are less.
 Loyal customers are less price sensitive.
 Loyal customers spend more with the company.
 Loyal customers pass on positive recommendations about their favorite brands or
suppliers.
 A 5% increase in the customer retention will increase the profit up to 125%.
 It costs seven time more to attract a new customer than to serve an old one.
 20% of the company’s loyal customers account for the 80% of its revenues.

For companies with poor data about their customers, an additional benefit of customer loyalty
programs is that members can identify themselves at the point of purchase or service delivery.
Membership cards are a quick, efficient way for customers to signal that they deserve special
attention. As a by-product, the company gains market research information —another
espoused benefit of loyalty schemes. However, such a self-selected group is unlikely to
represent all a company’s potential customers. Hence, it is only one source of market research
information.

The next assumption is that loyal customers spend more with the company. This may be
simply because they buy more of the product category than less loyal customers (e.g.,
business air travelers versus holiday travelers). As such, it is the weight of purchase that
matters most, not necessarily customer loyalty. And, as we argue in the next section, this is
more likely to be a function of the better value offered than of any add-on loyalty program.

51
 Recommendation

After careful evaluation we come to the conclusion where we can recommend and advise
businesses to go in-depth of loyalty programs to boost sales and retain customers.

The potential of a loyalty program to attract members depends not only on the value of its
rewards but also on when the rewards are available. Research in psychology suggests that
when a loyalty program’s redemption rewards are delayed, they are less powerful.21 Many
accumulating benefit programs, such as frequent-flyer schemes, try to alleviate this problem
by regularly sending their members a statement of accumulated points. Typically, the
statements are accompanied by promotional material about the aspirational value and ease of
achieving various rewards.

52
I suggest that more immediate rewards are preferable to delayed rewards, and that direct
support of the target product’s value proposition increases the chance that the program will
build loyalty for the product and not just the program.

Conclusion

I conclude by telling that today many competitors have entered the market be
it organized retail or unorganized retail. Consumer loyalty is shaken and it has
become very difficult to retain customers. To stay competitive in the market a
business needs to keep evolving by bringing in newer ideas as to how to improve the
customer experience and keep them loyal as much as they can. This can be done only
by offering exciting plans to them.
The effect of a good customer loyalty plan can be seen through the research survey
conducted earlier and the literature reviews. They all point in the same direction of
good customer service and plans retain customers which in turn lead to profitability.

References

https://www.thebalancesmb.com/implementing-customer-loyalty-programs-2889986

https://books.google.co.in/books/about/The_Customer_Loyalty_Solution.html?
id=zAjIG63FeL4C&redir_esc=y

https://www.scribd.com/read/245136798/Customer-Experience-For-Dummies#

https://www.scribd.com/read/353638237/The-Customer-Loyalty-Loop-The-Science-Behind-
Creating-Great-Experiences-and-Lasting-Impressions#

https://www.printful.com/blog/how-to-build-customer-loyalty-and-increase-retention/

https://www.goodreads.com/book/show/13483809-the-loyalty-leap

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https://blog.hubspot.com/service/customer-loyalty

https://www.wordstream.com/blog/ws/2016/11/10/customer-loyalty

https://www.helpscout.com/customer-loyalty/

https://marketbusinessnews.com/financial-glossary/customer-loyalty/

https://www.amazon.com.au/Customer-Clubs-Loyalty-Programmes-
Practical/dp/0566080249

https://sleeknote.com/blog/customer-loyalty-programs

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