Increasing customer loyalty by developing a strategic partnership roadmap: assessing the current landscape through a comprehensive analysis of the food retail industry

Abstract

This project aims to devise 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 objective is to engage young individuals and families by establishing meaningful partnerships. This project starts with a comprehensive Diagnosis and Analysis phase that delves into relevant concepts about customer loyalty, such as pillars, trends, and the main types of loyalty programs. Additionally, four key frameworks were applied to examine both the internal and external environment of Pingo Doce, including the SWOT Analysis, Resource-based View, STEEP Analysis, and Porter's Five Forces. In addition, the methodology integrates a benchmark, and best practices, along with extensive qualitative and quantitative research. The insights gained from this research informed the creation of persona hypotheses, which then guided the development of final recommendations for three partnership proposals.