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Increasing customer loyalty by developing a strategic partnership roadmap: assessing the current landscape through a comprehensive analysis of the food retail industry
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Resumo(s)
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.
Descrição
Palavras-chave
Strategy consulting Pingo Doce Food retailing Portugal Partnerships Costumer loyalty Loyalty program App Young people Young families