Driving Lidl´s growth strategy in Portugal through customer loyalty: promoting loyalty programs for customer retention

This Work Project aims to find a solution for a specific organizational challenge: increase Lidl’s average spending per ticket in Portugal. Despite having a similar number of buyers as the leading retailers, Lidl customers spend less amount on each trip. A literature review suggested that Customer L...

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Bibliographic Details
Main Author: Madruga, Tiago Ferreira Pinto Azevedo (author)
Format: masterThesis
Language:eng
Published: 2021
Subjects:
Marketing strategy
Competitive strategy
Strategic analysis
Lidl
Loyalty program
Customer loyalty
Promotion
Retail industry
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10362/131517
Country:Portugal
Oai:oai:run.unl.pt:10362/131517
Description
Summary:This Work Project aims to find a solution for a specific organizational challenge: increase Lidl’s average spending per ticket in Portugal. Despite having a similar number of buyers as the leading retailers, Lidl customers spend less amount on each trip. A literature review suggested that Customer Loyalty is fundamental to tackle this issue, since it strengthens commitment and rewards customers for repeated and/or additional purchases. These insights were sustained by the survey questionnaire findings. Therefore, a Loyalty Program is the main recommendation for solving the challenge.

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