Developing a loyalty program for Pétis to attract new customers

Abstract

This master's thesis aimed to propose a loyalty program for the Portuguese pet supplier Pétis with a focus on successfully attracting new customers. By examining existing literature analyzing loyalty programs and conducting a survey this thesis identifies key factors that influence customer loyalty and proposes a strategic framework for Pétis. The literature emphasizes the significance of connection, personalized experiences, and integrating technology in loyalty programs. The study of programs at Fressnapf, Pets At Home, Kiwoko, and Starbucks demonstrates practices in tailored rewards, digital platforms, and community involvement. The feedback from 131 participants, primarily pet owners, highlights the importance of communication, an easy reward redemption process, and data privacy. Furthermore, cluster analysis reveals five factors: Service Quality, Digital Engagement, Exclusive Diversity, Communication Clarity, and Reward Accessibility. Whereas the segment "Quality Focused All Rounders" emerges as the target audience for Pétis. The recommended strategy suggests personalized rewards, a simple user interface, community engagement, and stringent data protection measures to improve customer satisfaction, encourage repeat purchases, and build long-lasting customer loyalty. This thesis establishes the groundwork for Pétis to develop a loyalty program that meets customer expectations and follows industry standards ultimately setting Pétis up for long-term success, in the evolving pet care market.

Date of Award	1 Jul 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)