Pantaloon Research Paper - Loyalty Program for Pantaloon

Loyalty Program For Pantaloon

Designing a Customer loyalty program:

Customers' expectations are increasing. Today's customers want service, products that meet their needs, value for money and added benefits. In response to this, retailers are stepping up. Their promotional activity to the extent that sales and special offers have become everyday affairs, rather than end of season stock clearances. As a result margins are being eroded to dangerously low levels. Some retailers like Pantaloon have introduced card-based collector schemes that give electronic points. According to the customer's spend, which are subsequently exchanged for gifts or Discounts. The more strategically minded retailers are introducing systems that monitor Customer behavior in order to respond better to their increasing demands. Both Approaches are commonly known as customer loyalty programs, however, the latter approach is the only one that is sustainable and really merits being considered as such. The basic electronic points schemes are just another way

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HBR Case Study

According to the case commentary by Donna J. Sturgess, "Every customer relates to a brand on an emotional level". As we know that, people use a product based on the brand identity, which would in turn leads to emotional attachment to that particular product. A brand gets this emotional level only when the product satisfies the customer needs, wants & demands. Once a brand gets the emotional level, its customers always look it. When a product or company attains this, they have to be more cautious regarding the product quality & further launch of different products such that it would not hurt the customer belief and emotions towards the brand.

For example, in India when people want to purchase a butter the first preference is Amul Here I would like to say that, consumers judge the product by the quality, price and availability. When butter was introduced Amul was the brand, they could easily capture the customers with their quality, taste and due to other factors.

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