Customer
Loyalty
Programme
Approach Design
Rositsa Mineva
email: rm01248@surrey.ac.uk
Contents
PROJECT SUMMARY
MARKET SUMMARY
SOLUTION OVERVIEW
IMPLEMENTATION PLAN
SUMMARY
REFERENCES
Project Summary
• The objective is creating a customer loyalty programme for a leading UK Chocolate Brand.
• The task is to design an approach, which will be presented to the client
• Core deliverables
Clear project summary
Market summary
Solution Overview
Implementation Plan
Objective and task
formation
Understanding the market
and its structure
Proposal and justification
Project Plan
Consulting Delivery Team
set-up
Finding its size, competition, Expected outcome
challenges
Change management
• Consulting Delivery Team and their responsibilities
Analysts
Consultants
Manager
Executive Director
PMO – budget, resources,
scope
Coordination of schedule
Day-to-day management of
projects, workshops
Overall oversight
BA – requirements, solution
design, process and system
mapping
Production of project
deliverables
Managing and delegating
consultants and analysts
Responsible for
relationships with clients
and finding opportunities
Market summary
• Market Size is £4 bn (January 2020). This is 0.055% of the UK GDP
• Companies holding the largest market share:
o Mars Wrigley Confectionery UK Ltd,
o Nestle UK Ltd,
o Barry Callebaut Manufacturing (UK) Ltd
o Mondelez Europe GmbH.
• Challenges
o Increasing health consciousness
o Volatile input prices
o Increasing competition from imported
products
o Packaging materials
o Traceability
Solution Overview
SOLUTION: CUSTOMER LOYALTY PROGRAMME WITH THE SLOGAN SWEETER LIFE
THE PROGRAMME WILL BE POINTS-BASED, SO IT WILL ALLOW CUSTOMERS TO COLLECT POINTS FOR DIFFERENT PRODUCTS THEY PURCHASE.
PRODUCTS THAT ARE HIGH-QUALITY OR INCLUDE NATURAL INGREDIENTS WILL EARN MORE POINTS. THEREFORE, CUSTOMER`S LOYALTY WILL BE REWARDED NOT
ONLY WITH POINTS BUT ALSO WITH IMPROVED HEALTH.
CUSTOMERS CAN REDEEM THEIR REWARDS FOR THE GOODS` PACKAGING. POINTS WILL BE COUNTED THIS WAY. FURTHERMORE, THE CHOCOLATE COMPANY
WILL PROMISE TO RECYCLE THE PACKAGING, SHOWING ITS DEVOTION TO ENVIRONMENTAL SUSTAINABILITY.
REWARD CAN BE EITHER DISCOUNTS OR MYSTERY PACKAGE OF CHOCOLATE GOODS. AS A RESULT, THE BRAND CAN BUILD AN EMOTIONAL CONNECTION
THROUGH SURPRISE. PEOPLE`S CURIOUS NATURE GETS THEM EXCITED WHEN RECEIVING REWARDS. THAT LEADS TO THE DESIRE TO EXPERIENCE THAT FEELING
AGAIN.
THIS CUSTOMER LOYALTY PROGRAMME OFFERS SOMETHING FOR EVERYONE. IT COMBINES GREAT CAUSES SUCH AS CARE FOR THE ENVIRONMENT AND
IMPROVED DIET. THE IMPLEMENTATION PROCESS IS QUICK AND EASY. ALL KINDS OF PURCHASES ARE REWARDED, SO CUSTOMERS SEE THE REWARDS AS GREAT
DEALS, BELIEVING THEY HAVE A HIGHER VALUE THAN THE ACTUAL COST.
THE OUTCOMES WILL BE INCREASED IN EXISTING CUSTOMER PURCHASES AND THE ATTRACTION OF NEW. THE REVENUE WILL RAISE MORE THAN COSTS BECAUSE
THE POINTS PROGRAMME WILL BE CAREFULLY DESIGNED. CUSTOMERS WILL BECOME MORE FAITHFUL TO THE BRAND AND WILL PURCHASE MORE FREQUENTLY.
Implementation Plan
Change Management
• Create a vision and strategy and
communicate them clearly to the
stakeholders.
• Spreading awareness using media
• Remove lack of understanding
and engagement
• Survey feedback
27July
3Aug
10Aug
17Aug
24Aug 31Aug
Summary
• Our goal is to design an approach to a customer loyalty programme for a leading UK
Chocolate Brand.
• We will implement this by researching the market in-depth and setting a Consulting
Delivery Team.
• Proposed solution includes a points-based programme, which is easy to implement
and understand. The customer collects points and can choose between a
mysterious gift or their favourite product with discount.
• Personal benefit combined with social (environmental and health-related)
• Implementation plan divided into timed tasks
• Change management aspects will help alleviate the transition process
References
• https://www.ibisworld.com/united-kingdom/market-researchreports/chocolate-confectionery-production-industry/
• https://www.foodware365.com/en/industry-challenges/sweets-andconfectionery-challenges/
• https://www2.deloitte.com/ie/en/pages/strategy-operations/topics/customerand-marketing.html?icid=nav2_customer-and-marketing
• https://medium.com/@bblfoods23/latest-trends-and-challenges-faced-by-theconfectionery-industry-cb105b011855
• https://antavo.com/blog/customer-loyalty-programs