Loyalty cards Example For Free - Free Essay Example

Sample details Pages: 7 Words: 1984 Downloads: 6 Date added: 2017/06/26 Category Marketing Essay Type Research paper Did you like this example? and why do some work and others do not (appear to)? Why are you undertaking the research? In an increasingly global environment, organisations, its people, strategy and marketing, and its structure are finding themselves constantly seeking innovative ways to differentiate themselves from their competitors. The complex business interactions synonymous with modern society has witnessed the consumer gaining in status and decision making power whilst the retailer explores new avenues enabling them to provide superior products and services acting as the differentiator amongst competitors. Consequently the crux for all retailers in maintaining and attracting consumers stems from the notion of customer loyalty; customers commitment to do business with a particular organisation, purchasing their goods and services repeatedly, and recommending the services and products to friends and associates (McIlroy and Barnett, 2000) There appears however to be varying schools of thought over whether loyalty schemes and card do actuall y work in favour of the retailer, or whether the advantage lies instead in the hands of the customer, or indeed whether there is a mutually beneficial relationship present. Don’t waste time! Our writers will create an original "Loyalty cards Example For Free" essay for you Create order The UK Competition Commission (2002) found that the average consumer holds at least two loyalty cards with retailers in direct competition such as Tesco and Sainsburys, where Shabi (2003) found at least 85 per cent of UK households have at least one loyalty card. Dick and Beau (1994) propose that loyalty has both behavioural and attitudinal components. This dissertation will address the former of the behavioural component and seek to identify how consumers behaviour has changed since the introduction of loyalty schemes in the 1990s in relation to present day, and provide recommendations on how retailers can maximise consumer patterns to their advantage. What will be the gain in knowledge? The gain in knowledge which will arise from the above will present itself in the following ways: Maximising effectiveness within customer loyalty market research to generate solid data from a questionnaire which will try to identify the why and what factors of consumer habits using pertinent research methods (discussed later). As retailers seek to innovate into new growth areas accurate market data is essential to maximise customer retention through a strong understanding of behaviour and motivation. Developing new proposals for customer loyalty cards and schemes drawing on the findings from the data analysis which are more pertinent to todays society, taking into account the increasing choice of loyalty schemes available to the consumer in an increasingly saturated loyalty market. Literature review What theoretical issues will you examine? Sopanen (1996) posits that there are six different types of loyalty, where UK retailers fall within the incentivised loyalty segment: Monopoly loyalty; where there are no available choices Inertia loyalty; customers do not actively seek substitutes Convenience loyalty; loyalty is solely defined by location Price loyalty; customers are influenced by the lowest price Incentivised loyalty; loyalty relates to the benefits gained from reward cards and programmes such as UK retail giants Tesco and Sainsburys Emotional loyalty; customers are influenced by factors such as brand Mauri (2003) remarks that the UK retail sector has embraced the notion of incentivised loyalty since the introduction of loyalty cards and schemes in the 1990s where, initially established as a strategic marketing tool to garner valuable consumer data its continued use suggests that there are considerable benefits to both customers and retailers who participate in these schemes. Noorhoff et al (2004) and Sharp and Sharp (1997) believe the loyalty card exerts a positive impact on increasing customer loyalty through development of long lasting relationships and creation of a sense of belonging, where Uncles, 1994 strengthens this notion the retailer is prepared to listen, is willing to innovate on behalf of customers, and is caring, concerned and considerate. Presently however according to Byrom (2001) there are more than 150 loyalty schemes in the UK with a resulting circulation of 40 million cards; therefore it poses the question of growing concern of a saturated or loyalt y overload market within the UK retail market and the subsequent consumer behavioural response to this. Consumer Behaviour Behavioural loyalty can be demonstrated through measurable characteristics such as increased shopping frequency, sensitivity to price, an individuals retention over time and spending pattern (Oliver, 1999) where incentivized rewards such as discounts and points target specifically this form of loyalty. However due to the competiveness of giant retailers such as Sainsburys and Tesco and the ever increasing influx of incentives available to consumers its possible that customer perception is being altered due to the increase in choices, which in turn influences their behaviour. An example is a recent quote from a supermarket customer who claims I AM loyal to my grocery store à ¢Ã¢â€š ¬Ã¢â‚¬Å" I simply carry both loyalty cards (Lamb, Hair McDonald, 2008) an indication that the customer will only shop at their preferred store only when it benefits them the most. Based on the above, which are your research questions? Be as clear about these as possible. I am ideally looking to explore: If loyalty cards are effective in retention of retail customers what are the behavioural changes that have occurred within the consumer to support this since the introduction of the loyalty card system in the 1990s as opposed to present day? (Note to client; this is an idea for you to base upon; if it is too diverse you can break this down into 1) the period of 1995 onwards when the first loyalty scheme was introduced 2) focus just on present day 3) support the change in behaviour of customers and criticise the retail industry such as Tesco 4) vice versa to 3 or 4) subjectively discuss both sides) Methodology How are you going to address the research questions? This question will be addressed through dissemination of a comprehensive questionnaire encapsulating the following research methods: Kerlinger and Lee (2000) Theory Dependent viewpoint of why questions examining the relationships between variables and predicting the outcome i.e. theorising that the introduction of loyalty cards will lead to customers not shopping at competitors stores Phillps and Pugh (2005) Descriptive research of what questions looking for patterns within relationships and theories i.e. assuming the above theory is correct what would be reasons for these relationships? Distributed out to a demographic cross-section of people encompassing different ages, nationalities, status (single, married) and religious beliefs representative of the British consumer.(Note to client; if this is too difficult then ensure that you have picked a diverse profile of known individuals to yourself) Sample Questionnaire: These are suggestions for the questionnaire; where it is recommended that a maximum of fifty questions are provided, equating to ten to fifteen minutes of completion time per person. The questionnaire can be adapted to 1) retail stores and managers 2) consumers; enabling flexibility in question choices i.e. for the retail manager What do you perceive to be the biggest behavioural change in shopping habits of the consumer since introduction of loyalty cards? to the consumer What do you actively perceive to the biggest changes in your purchase behaviour since the introduction of loyalty cards? Suggestions: Descriptive Research -Do you have any of the following cards? (Tesco Clubcard, Sainsburys Nectarcard) Do you have any other /loyalty cards for retail stores other than supermarkets (Boots The Chemist or Homebase the DIY store)? -How did you obtain the cards? -Of the cards you have list them in chronological order with the most recent first: -From the cards that you have, which do you use the most? Why? -What made you obtain the card? -How often do you show the card? -Please indicate the maximum value ( £1 per point) you have ever achieved on your card? -Have you used any of the cards you own to receive discount from another retailer(s)? -If you answered yes to the above question what were the motivators which made you change your shopping habits to the other retailer? Theory dependent viewpoints à ¢Ã¢â€š ¬Ã¢â‚¬Å" Why questions in an attempt to draw relationships between theory: Do you agree or disagree with these statements: I would visit other supermarkets not currently involved with loyalty schemes if they began this service -I would stop shopping at my current supermarket if they stopped the loyalty program -Price is the main determinant for my choice of supermarket -I always play them off against each other so I can exploit the cost savings and promotional offers to get the best deal for me -Loyalty has a different meaning to the consumer as compared to the retailer How are you going to acquire and analyse the identified data? Data analysis for the descriptive questions will be qualitative analysis which will be used to support or attack the theory dependent questions; i.e. once a relationship has been found from patterns in the statistical analysis this qualitative data should provide reasons for this, and thus recommendations can be given. Data analysis for the theory dependent questions can be measured on the scale of 1-5 (1 strongly agree / 5 strongly disagree) and presented quantitatively: -Ensure that these questionnaires go out to a proportionate sample size i.e. segment accordingly on different demographics -After retrieving the data analysis can be undertaken using simple statistical analysis (i.e. mean, mode, standard deviation etc) -You are looking to see whether there are significant patterns appearing which either support or criticise your hypothesis, where you can offer recommendations off the back of these. Data Which organisations, individuals or sources will provide the necessary data? Any UK retail organisation, consumers, retail bodies, consumer bodies, and any relevant literature. Will the data be available in the depth required? Yes: providing the questionnaire is distributed effectively. Are there matters of confidentiality? No: I do not foresee any confidentiality issues from the consumer nor the retailer providing the questions asked follow the same structure as those suggested. Discussion What is your hypothesis? It is hypothesised that the increasing availability of loyalty schemes is beginning to saturate the market to one which favours the customer rather than the retailer. Application of research methods will enable identification of key relationships which support this hypothesis and thus provide recommendations to counter it. How will this guide the research? It is anticipated that the hypothesis will assist the dissertation resear ch by ensuring it remains succinct and follows the objects. How will you make adjustments following any changes in the hypothesis? It is anticipated that the only amendments will be data which may be need to be revisited depending on the effectiveness of the questionnaire. Bibliography Blumberg, A, Cooper D.R, Schindler, P.S (2008) Business Research Methods; Mc-Graw-Hill Education Bryman, A Bell, E (2007) Business Research methods; Oxford University Press Byrom, J (2001) The role of loyalty card data within local marketing initiatives, International Journal of Retail Distribution Management, Vol. 29 No. 7 Egan, C Thomas, M (1998) The CIM handbook of strategic marketing- CIM professional development series; Butterworth-Heinemann Hobbs, R, Rowley, J (2008) Are pub discount cards loyalty cards? The Journal of Consumer Marketing Santa Barbara Vol 25 Iss 6 Lamb, W Hair, J McDaniel, C (2008) Essentials of marketing; Cengage Learning Oliver, R.L (1999) Whence customer loyalty? Journal of Marketing, Vol. 63 No. 4, Peppers, D Rogers, M (2004) Managing customer relationships; a strategic framework; John Wiley and Sons Noordhoff, C., Pauwels, P. and Odekerken-SchrÃÆ' ¶der, G. (2004), The effect of customer card programmes: a comparative study in Singapore and The Netherlands, International Journal of Service Industry Management, Vol. 15 No. 4, Saunders, M, Lewis, P Thornhill, A (2007) Research methods for business student; Prentice Hall Seth, A Randall, G (2001) The grocers: the rise and rise of the supermarket chains; Kogan Page Publishers Sharp, B. and Sharp, A. (1997), Loyalty programs and their impact on repeat-purchase loyalty patterns, International Journal of Research in Management, Vol. 14 Sopanen, B. (1996) Enhancing customer loyalty, Retail Week Smith, A, Sparks, L, Hart, S, Tzokas, N (2004) Delivering customer loyalty schemes in retailing: exploring the employee dimension; International Journal of Retail and Distribution Management, Vol 32, Iss 4/5 Uncles, M. (1994) Do you or your customers need a loyalty scheme? Journal of Targeting, Measurement and Analysis for Marketing, Vol. 2 No. 4

Walmart s Human Resources Mission Statement - 782 Words

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Compare the Methods Poets Use to Explore Ideas Essay Example For Students

Compare the Methods Poets Use to Explore Ideas Essay Within both of these poems, the poets use different types of poetic techniques to show how time can affect the relationship of two lovers. The language used in the two poems is very different but they both show the same prospective of time. In hour the language used is very blunt and in to his coy mistress the language is more creative and imaginative. This is shown in hour when the poet says, time hates love, whereas in to his coy mistress the poet says we cannot make our sun stand still. Both of the poets are trying to say that time is in control and it is very powerful. In hour Duffy uses personification and simile; this is shown in, loves times beggar. This suggests to us that time is loves enemy and love is begging time. The word beggar almost makes you feel sorry for love. The poet personifies time as loves enemy. In to his coy mistress Marvel uses metaphors. For example, Times winged chariot hurrying near, this suggest to us that death will be near. There are lots of imagery used in the two poems. For example, in hour Duffy says, but even a single hour bright as a dropped coin, makes love rich. This suggests to the reader that even one hour with your loved is very precious and should cherish the moment. We also see love being powerful than time for the first time. In to his coy mistress imagery is used in the first section of the poem, when the speaker says thou by the Indian Ganges side should rubies find; I by the tide of Hummer would complain. Ganges is thought be to be a sacred place India whereas the Humidifiers in north of England tend to be boring to Marvel. So this suggests to the reader that He is complimenting her as she is unique to him in a desirable way. She is the only person who fulfils the qualification in his vicinity. The both poets use different form and structure to the poems. In hour, Duffy only has one type of view which is time is always stopping love. This is followed the whole way through the poem. The first opening says, Loves times beggar and in the last stanza it says time hates love . Duffy uses at the start and at the end to show straight away that time is the enemy of love. By structuring the poem like this, the reader will have the same opinion throughout the poem. Duffy also uses short sentences, time slows, for here . Duffy has added a comma next to slows to show slowness. Some of the sentences in her poem run off, summer sky and a grass ditch, this suggest that she is excited. Hour also follows the structure of a Shakespeare sonnet. In to his coy mistress, Marvel makes his point at the end this is because in the first stanza he talks about what if they had all the time in the world, in the second what would happen if she doesnt sleep with him. Finally in the third stanza he tells her what she should do. By structuring his poem in that way Marvel shows the lover preparing his argument to his mistress to seize the day and not to hold back. In the first stanza Marvel doesnt use violent words as he does to the second and third stanzas. Marvel has written the poem in rhyming couplets. Both of the poets show different feelings and attitude. In hour the speaker wants a relationship which holds them together and wants nothing else but in to his coy mistress the speaker wants a sexual relationship. In hour the writer is frustrated with time and love being together. .ub06e237a2d4afe0df096641aaa0a972b , .ub06e237a2d4afe0df096641aaa0a972b .postImageUrl , .ub06e237a2d4afe0df096641aaa0a972b .centered-text-area { min-height: 80px; position: relative; } .ub06e237a2d4afe0df096641aaa0a972b , .ub06e237a2d4afe0df096641aaa0a972b:hover , .ub06e237a2d4afe0df096641aaa0a972b:visited , .ub06e237a2d4afe0df096641aaa0a972b:active { border:0!important; } .ub06e237a2d4afe0df096641aaa0a972b .clearfix:after { content: ""; display: table; clear: both; } .ub06e237a2d4afe0df096641aaa0a972b { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .ub06e237a2d4afe0df096641aaa0a972b:active , .ub06e237a2d4afe0df096641aaa0a972b:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .ub06e237a2d4afe0df096641aaa0a972b .centered-text-area { width: 100%; position: relative ; } .ub06e237a2d4afe0df096641aaa0a972b .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .ub06e237a2d4afe0df096641aaa0a972b .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .ub06e237a2d4afe0df096641aaa0a972b .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .ub06e237a2d4afe0df096641aaa0a972b:hover .ctaButton { background-color: #34495E!important; } .ub06e237a2d4afe0df096641aaa0a972b .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .ub06e237a2d4afe0df096641aaa0a972b .ub06e237a2d4afe0df096641aaa0a972b-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .ub06e237a2d4afe0df096641aaa0a972b:after { content: ""; display: block; clear: both; } READ: Poetry Discussion Questions EssayWe see this when speaker says, time hates love. It also shows us that the speaker wants a simple kind of love meaning without material possessions, this is shown when the speaker says, spend it not on flowers or wine In to his coy mistress he is cynically flattering his mistress in order to get his own way. This is shows when he says, two hundred to adore each breast. The poem also suggests that the speaker wants a violent love this is shown when the poet says, and now, like amorous birds of prey, rather at once our time devour. Overall tot poets have the same prospective of time but have different opinions on relationships. In hour the speaker doesnt want to waste time and wants to cherish every moment by being together. On the other hand to his coy mistress wants a sexual relationship. So the speaker says that time is running out for them to have sex and that they do not have all the time in the world. Both of the writers say that time will go fast so dont waste it. We will also feel time going fast when we are having fun or in love, so we should cherish every minute of our life as it will never come back once it is gone.

Todays Woman Vs. Yesterdays Essay Example For Students

Todays Woman Vs. Yesterdays Essay Women of today have come a long way since the periods portrayed in the dramas Trifles, written by Susan Glaspell, and Doll House, written by Henrik Ibsen. In both dramas, the characters played by women were portrayed as nothing more than property which should be seen and not heard. This is typical of society in the late 1800s and early 1900s, which is the time setting in which these dramas take place. In the drama Trifles, the male characters known as Henry Peters sheriff and George Henderson county attorney strut around like roosters making lewd, sexist remarks while investigating the murder of farmer John Wright. We will write a custom essay on Todays Woman Vs. Yesterdays specifically for you for only $16.38 $13.9/page Order now The two farm women, Mrs. Hale and Mrs. Peters, while forced to listen to such barbaric comments, actually end up solving the murder. Throughout the drama, the male characters are made to walk around the farm house looking for clues. Unfortunately, they do this from a males point of view and are completely oblivious to the unseen environment around them. During this time, the two ladies sit silently conversing between themselves about the tragedy, and actually find clues to the hows and whys of the suspect without really looking. The female characters in this drama are written to be very perceptive and understanding about what happens in everyday life in a country home, since they too are country homemakers. With this information, which the men do not share, they notice small insignificant looking items which appear to be out of place. Through deductive reasoning, the women were able to figure out that John Wrights wife had been abused for many years. Not physical abuse, but severe mental abuse. The abuse seemed to reach its zenith when her husband killed her canary by ringing the birds neck. This signifies a symbol of the life and freedom she once had. In the drama Doll House, the main character named Nora is a woman who has gone through life being treated as if she were a china doll. She was not unlike a china doll to be placed high on a pedestal, never to be heard from except when spoken to, or when asked to entertain her husband Torvald, their children or a group of Torvalds friends. As the story progresses, Ibsen creates a climax in the theme when Torvald finds out that Nora forged her fathers name on a document to obtain money for a trip to Italy. This trip to Italy was necessary in order to save his life. Society had a certain stigmatism about the women of the late 1800s. Women were not thought to have been as smart as men, and were therefore not expected to understand the complicated world of money and especially the repercussions of getting a loan from places other than a banking institution. At this point, Nora receives a miracle she has not been looking forward to. The miracle turned out to be a test in which she finds out that their storybook love is not as strong to Torvald as she had imagined and hoped for. This particular scene in the drama gave the impression of morning sun rays tapping on the petals on a morning glory. With this, the reader begins to witness the blossoming of a flower. Noras eyes open for what appears to be the firs! t time in her life, and she makes the decision to leave her life and family in search for a new beginning. For a male author born and raised in the 1800s, Ibsen does a fine job of looking at a relationship of this kind from a womans point of view. However, women of today would not put up with either one of these situations. The women of today are more assertive and demanding than they used to be. There are many women today who are just as good if not better than their male counterparts. Some of the most successful people in todays society are women. With the passage of the right for women to vote and the womens movement of the late sixties and early seventies, women have deservingly Come a Long Way Baby.