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Loyalty systems in food retail
SYMOVONYK, Nadiya
This bachelor thesis is focused on loyalty systems in food retail on Czech consumer market. At the times of data driven world, many food retailers implement loyalty systems as support of sales in order to increase their profit. Due to the high returns on the investment, including the data knowledge about the consumer. When taken from the consumers' point of view, they are driven by a favourable deal, which is the key factor in consumers' decision making. Therefore, the goal of this paper is to assess the evaluation of perception and stand of consumers in age group 18-29 years old. Practical part of this paper is conducted based upon a survey, from which action steps are suggested for the retailers.
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Relationship marketing in theory and in practice: the loyalty program of Zátiší Group
Šonková, Tereza ; Klimeš, David (advisor) ; Koudelková, Petra (referee)
This bachelor thesis is concerned with relationship marketing and its aim is to provide theoretical background of relationship marketing, to outline its development throughout the history and to present its most widely used tools. Particular emphasis is placed on the question of loyalty and loyalty programs. This thesis is divided into an introduction, theoretical part, practical part and a conclusion. The goal of the thesis is to confront the theory of relationship marketing and loyalty programs with an existing loyalty program, to analyse its effectiveness and provide recommendations for improvement. In the theoretical part, the method of compilation of the relevant literature is mainly used. For the practical part, the methods of deduction, desk research, semi-structured individual interview and SWOT analysis were used. These methods helped define effective and in practice feasible procedures for establishing loyalty programs and for communication with their members. This thesis is particularly beneficial as a basis for conducting a relevant and effective loyalty program for restaurants. Also, this thesis coherently presents relationship marketing and the methods of composition and measuring the effectiveness of loyalty programs and can therefore be used for educational purposes. Powered by TCPDF...
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The comparison of the effectiveness of chosen channels of direct marketing of Sephora company in the pre-Christmas period 2017
Pomykalová, Iveta ; Máchová, Eva (advisor) ; Báča, Ladislav (referee)
Sephora is currently the world leader in the beauty retail industry. Gaining and keeping loyal customers plays a significant part in its marketing strategy. Chosen tools for accomplishing this goal are the loyalty club and direct marketing communication targeting its members. The focus of the first part of this thesis is to introduce direct marketing and its main tools followed by their usage and practical evaluation. For this evaluation, the author chose Sephora's direct marketing campaign from the pre-Christmas period of 2017. Moreover, the theoretical part of this thesis presents Customer related management (CRM), its types and benefits to a company, loyalty clubs and the importance of impeccable database segmentation as all those elements are essential for a successful direct marketing campaign. The practical part of this thesis analyses the chosen segments of the pre-Christmas campaign and applied direct marketing tools. Chosen methodology for this part was descriptive analysis. The aim of the thesis is to evaluate and compare the effectiveness of chosen tools as well as to select the most effective ones for future communication between the company and its customers which could lead to more effective allocation of company's monetary resources.
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The impact of loyalty programs on customer loyalty
Ištvancová, Dominika ; Zamazalová, Marcela (advisor) ; Mahdal, Miroslav (referee)
Loyalty programs are one of the tools that serve to create customer loyalty. The aim of this thesis is to determine whether loyalty programs of perfumeries and satisfaction with their impact on customer loyalty. The theoretical research summarizes the available knowledge about consumer behavior, loyalty and loyalty programs. The parfumeria market analysis in the Czech Republic and the content analysis of the MML TGI provide sufficient information about the established loyalty programs and the target group of perfumeries. The practical part, in the form of a questionnaire survey, examines in particular the advantages of the loyalty program and customer satisfaction. Based on the results of the work are in the final part recommendations for more effective loyalty program.
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Current trends in customer relationship management
Kotara, Jan ; Jesenský, Daniel (advisor) ; Koudelková, Petra (referee)
The bachelor thesis "Current trends in customer relationship management" deals with - as its title suggests - the issue of CRM and selection of modern factors, which influence its current state. The theoretical part of the thesis presents the definition of customer relationship management and its position in the marketing theory, as well as a brief look into its history. It also contains a section about the specifics of CRM in retail sector, as it is further discussed in the practial part. The explanation of the importance of data and its analysis for CRM is followed by the most important section of the theoretical part about current trends in CRM - especially modern loyalty programs, omnichannel stratégy and social CRM. In the practical part of the thesis these findings are compared with the state of implementation of these trends in the retail chain Tesco. The aim of the thesis is to find the imperfections of the implementation of trends at Tesco and suggest ideas of improvement in order to enhance its customer relationship management.
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Relationship marketing in theory and in practice: the loyalty program of Zátiší Group
Šonková, Tereza ; Klimeš, David (advisor) ; Koudelková, Petra (referee)
This bachelor thesis is concerned with relationship marketing and its aim is to provide theoretical background of relationship marketing, to outline its development throughout the history and to present its most widely used tools. Particular emphasis is placed on the question of loyalty and loyalty programs. This thesis is divided into an introduction, theoretical part, practical part and a conclusion. The goal of the thesis is to confront the theory of relationship marketing and loyalty programs with an existing loyalty program, to analyse its effectiveness and provide recommendations for improvement. In the theoretical part, the method of compilation of the relevant literature is mainly used. For the practical part, the methods of deduction, desk research, semi-structured individual interview and SWOT analysis were used. These methods helped define effective and in practice feasible procedures for establishing loyalty programs and for communication with their members. This thesis is particularly beneficial as a basis for conducting a relevant and effective loyalty program for restaurants. Also, this thesis coherently presents relationship marketing and the methods of composition and measuring the effectiveness of loyalty programs and can therefore be used for educational purposes. Powered by TCPDF...
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Loyalty programs as a CRM tool used by airline
Demčáková, Vanda ; Topolová, Ivana (advisor) ; Kubálková, Markéta (referee)
This bachelors thesis Loyalty programs as a CRM tool used by airline describes the importance of Customer Relationship Management in todays competitive market and explains basic concepts of a relationship between organization and customers, such as customer value, satisfaction and loyalty. In the practical part is the knowledge from theoretical part applied on the specific airline. The practical part presents an assessment and evaluation of the loyalty program OK Plus Partner. To carry out this practical part, a survey about satisfaction is used. Results of the questionnaire are analyzed and based on them, some recommendations for possible changes are made.
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Comparison of attitude to loyalty programmes between Czech and English customers
Müllerová, Patricie ; Tahal, Radek (advisor) ; Stříteský, Václav (referee)
This work deals with customer loyalty and loyalty programmes in areas of buying chemist goods, clothing, footwear and groceries. The main objective of this work is to compare the approach of English and Czech customers to loyalty programmes in these areas. The intention of the analysis is to discover whether the approach to loyalty programmes in these two countries varies and what are the major differences. Does using a loyalty programme really affect customer loyalty? Who are more loyal, Czech or English customers? The aim is also to find out how customers use their loyalty programs, what kind of rewards are the most attractive for them and what personal information are they willing to provide when they sign up for loyalty programmes. The analysis also aims to pose these same questions to multi-brand partnership programmes and also mobile applications. This work can therefore benefit companies operating in both Czech and English markets to adapt their loyalty programs to be most effective.
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Loyalty in Fashion Industry
Frühauf, Daniel ; Stříteský, Václav (advisor) ; Tahal, Radek (referee)
The aim of this thesis is to analyze customer loyalty and market fashion apparel, identify customer perception and participation in loyalty programs. Evaluate current approaches of using customer loyalty programs by the biggest fashion houses. Based on the research results suggest recommendations for creating loyalty programs on the market with fashion and clothing. The solution was used focus group methods, questionnaire probes, expert interviews, desk research and market testing, which focused on loyalty and loyalty programs in the fashion industry. Fashion market is divided into segments of low-cost, mass, luxury. Access to loyalty from customers and companies side is different in each segment. Contribution of this thesis is the comparison of loyalty programs on the market of fashion and testing of selected forms of programs. Results of research findings represent a starting point for gaining loyal customers in the fashion industry.
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Marketing communication of the company Apolo Praha
Šibravová, Veronika ; Zamazalová, Marcela (advisor) ; Černá, Jitka (referee)
In my Bachelor's Thesis I engage in communication of company Apolo Praha, s.r.o. with its existing and potential customers. My main goal is to design a suitable communication campaign that would ensure the company greater brand awareness among the general public. I am using for that such communications tools that could hit a target group, but they are not so expensive. It is important to keep the financial limit set by the company, and it is 500,000 CZK. In conclusion of my Bachelor's Thesis I am evaluating if I succeeded in achieving the goals, and whether they are achievable for the company Apolo Praha, s.r.o.
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