Developing a Creative Loyalty Program for Agarwood Fragrance Retail to Enhance Customer Retention : Case Company: Pintanna
Wijayathunga, Tharindu (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024121636098
https://urn.fi/URN:NBN:fi:amk-2024121636098
Tiivistelmä
In today’s highly competitive global market where customers hold great power, brand loyalty is decreasing; therefore, adopting customer relationship management (CRM) strategies has become vital for businesses to succeed. The aim of the study was to develop a creative loyalty program for Pintanna, a luxury agarwood fragrance brand to enhance customer retention. Pintanna strives to meet the urgent need to enhance customer relationships and improve brand loyalty to achieve long-term growth and competitiveness. Therefore, this study focused on designing “The Silani Legacy Circle” loyalty program which integrates tailored rewards and exclusive experiences for Pintanna customers.
The study adopted a qualitative approach and collected data through in-depth interviews with ten customers and five employees. Moreover, customer reviews were used as well to collect data. The Double Diamond Model was used as a framework to thoroughly address customer needs and develop a program that aligns with customers' values and identities. The gathered data were analyzed using service design tools like coding, benchmarking, value proposition canvas and personas.
Findings of the study revealed that developing emotional connection between customers and the brand by using a technique like storytelling can enhance customer engagement. The tiered rewards structure, including tailored consultations, handcrafted products, and immersive cultural experiences, contributed to a sense of exclusivity and community among customers. In conclusion, “The Silani Legacy Circle” loyalty program successfully demonstrates how luxury brands can enhance customer loyalty and long-term customer relationships through emotional engagement.
The study adopted a qualitative approach and collected data through in-depth interviews with ten customers and five employees. Moreover, customer reviews were used as well to collect data. The Double Diamond Model was used as a framework to thoroughly address customer needs and develop a program that aligns with customers' values and identities. The gathered data were analyzed using service design tools like coding, benchmarking, value proposition canvas and personas.
Findings of the study revealed that developing emotional connection between customers and the brand by using a technique like storytelling can enhance customer engagement. The tiered rewards structure, including tailored consultations, handcrafted products, and immersive cultural experiences, contributed to a sense of exclusivity and community among customers. In conclusion, “The Silani Legacy Circle” loyalty program successfully demonstrates how luxury brands can enhance customer loyalty and long-term customer relationships through emotional engagement.