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Increasing customer loyalty by developing a strategic partnership roadmap: translating findings into Rrecommendations through hypothesis validation
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| 5.36 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
The objective of this project is to develop a strategic partnership roadmap to enhance Pingo
Doce’s customer loyalty program through the 'O Meu Pingo Doce' app. Targeting primarily
Generation Z and Millennials, the goal is to engage young individuals and families by
establishing valuable partnerships. The methodology involves a comprehensive approach,
including diagnosis, internal and external analysis, along with thorough qualitative and
quantitative research. The insights gathered informed the definition of persona hypotheses,
guiding the final recommendations for the partnership proposals. These recommendations
encompass the rationale derived from the research methods phase, the chosen company,
detailed partnership mechanisms, suggestions for app incorporation, and effective
communication strategies.
Descrição
Palavras-chave
Strategy consulting Pingo Doce Food retailing Portugal Partnerships Costumer loyalty Loyalty program App Young people Young families