Due Date: 2nd August, 2016
The core objective of this activity is to familiarize students with the concept of loyalty and how companies build long term relationships with their customers.
After attempting this activity, the students will be able to understand, explain, apply and critically examine the concept of loyalty and its benefits for customer relationship management (CRM).
Tesco public limited company is one of the largest retail stores dealing in merchandise and grocery with its 6,814 stores in 12 countries operating in Asia, Europe and North America. Tesco initially started as a grocery store but expanded its operations in electronics, financial services, petroleum, internet and mobile services. The success of Tesco can be attributed to its strong Customer relationship management (CRM) system and aggressive marketing strategies to build customer loyalty which have made it a leading retail brand. Tesco has the best loyalty scheme known as “Tesco loyalty card”. Company has also made partnership with other businesses such as gas stations, fitness clubs, movie theaters, hotels and provides discounts on those services. So any customer with a Tesco loyalty card can avail discounts on both retail services and other company’s products and services. Tesco also sends periodical emails to its customers according to their specific needs about the discounts and schemes available on loyalty card.
Metro Cash & Carry is also a leading retail brand dealing in 29 countries with 700 stores which opened its door to customers in 2007. In 2012 metro started its long term merger with Makro-Habib and they combined their resources to gain strength in retail industry. Metro being a self-service wholesale has its operations in Pakistan and offers variety of products such as grocery, meat, clothing and electronics etc. The company has very good relationship with the suppliers and tends to promote “made in Pakistan” products.
Point of discussion:
Keeping in mind the successful CRM strategy of Tesco loyalty cards, what do you suggest to Metro Cash & Carry Pakistan, should they also start a loyalty scheme while focusing on collaboration with other companies to build long term customer loyalty or not? Support your answer with logical arguments.
The total marks of this GDB are 10; mention at least 05 points in detail to justify your answer. Each point carries 02 marks; avoid irrelevant text/material while answering the question.
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