Casquinho, ConstançaGomes, Rita Policarpo2025-02-142024-01-292023-12-19http://hdl.handle.net/10362/179010The objective of this project is to develop a strategic partnership roadmap to enhance the customer loyalty program of Pingo Doce through the 'O Meu Pingo Doce' app. The aim is to attract young people and young families, primarily represented by Generation Z and Millennials, by establishing valuable partnerships. The methodology involves conducting internal and external analysis, including benchmarking and best practices, as well as thorough qualitative and quantitative research. The insights gathered informed the definition of personas hypotheses, guiding the three partnership proposals' final recommendations.engStrategy consultingPingo doceFood retailingPortugalPartnershipsCostumer loyaltyLoyalty programAppYoung peopleYoung familiesmaster thesis203864662