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Driving Lidl´s growth strategy in Portugal through customer loyalty: promoting loyalty programs for customer retention
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Orientador(es)
Resumo(s)
This Work Project aims to find a solution for a specific organizational challenge: increase Lidl’s average spending per ticket in Portugal. Despite having a similar number of buyers as the leading retailers, Lidl customers spend less amount on each trip. A literature review suggested that Customer Loyalty is fundamental to tackle this issue, since it strengthens commitment and rewards customers for repeated and/or additional purchases. These insights were sustained by the survey questionnaire findings. Therefore, a Loyalty Program is the main recommendation for solving the challenge.
Descrição
Palavras-chave
Marketing strategy Competitive strategy Strategic analysis Lidl Loyalty program Customer loyalty Promotion Retail industry