Evolving Loyalty Programs- Merging Classic Loyalty with New Technology

Sammanfattning: 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.