E-commerce loyalty program for Delta Q in Brazil

• Autor(a) principal: Pidemont, Marta Hidalgo
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/21832
• topic: Customer retention; Loyalty programs; E-commerce; Delta Cafés; Retenção de clientes; Programas de fidelização; Café -- Coffee

This Master Thesis is a company-project developed alongside Grupo Nabeiro – Delta Cafés that aims to improve Delta Q’s customer retention through its e-commerce channel within the Brazilian market. Once in this location there is a clear evidence of low purchase frequencies and high customer churn rates, the purpose of this Thesis consists in the elaboration of an efficient customer retention strategy. To assure a better understanding of the underlying coffee market, its inherent customer retention strategies from the main competitors and the characteristics of Delta Q’s target, a benchmark and background analysis was established. The internal and external analyses, with a sample of 415 respondents, as well as other experiments taken into practice, brought paramount knowledge that ease the creation of the loyalty program. This analysis brings valuable insights not only to Grupo Nabeiro – Delta Cafés, but also to other firms in the consumer goods sector.