Poupa Mais

: Pingo Doce’s loyalty card : what should be done next?

Abstract

Pingo Doce represents the second major player in the Portuguese food retail sector and, in 2013, in order to respond to consumers’ needs and to reinforce the client relationship launched its loyalty card – “Poupa Mais”. The existence of loyalty cards is a reality among the major Portuguese retailers, used as a method to encourage the continued patronage of clients, reward loyalty, retain customers and influence their shopping behaviour. These retail reward programs have shown to be a very appreciated “tool” by Portuguese shoppers with the majority of Portuguese households holding at least one loyalty card from a Portuguese retailer. One year after “Poupa Mais” implementation, in March 2014, it was the time to think about what should be done in order to enlarge and extend the customer base that could be interested in using the card. In order to accomplish it was decided that the loyalty card should be enriched, allowing customers to take advantage of more benefits by using it. Lara Pinheiro's team concluded that one of two paths should be followed – create more partnerships with companies from other industries or direct discounts in accordance with different consumer segments.

Date of Award	17 Jul 2014
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Alexandre Gonçalves Marcos (Supervisor) & João Borges Assunção (Co-Supervisor)