How to boost and reach the full potential of Mugler-s perfumes brand loyalty? - an analysis of loyalty programs in Portugal

Detalhes bibliográficos
Autor(a) principal: Salzmann, Sarah
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/140019
Resumo: Mugler is having difficulties launching a loyalty program in Portugal because of the small size of its market and the brand's distribution model that makes it heavily dependent on retailers. GDPR regulations further do not allow the brand to access customer data. This individual part therefore aims to study how to establish a direct relationship with the Mugler consumer in Portugal through a loyalty program, taking into account the retail landscape. The main findings are that Mugler should seize the opportunity of merging with Spain, then adapt the Mugler Circle locally, and finally create awareness through offline and online channels.
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spelling How to boost and reach the full potential of Mugler-s perfumes brand loyalty? - an analysis of loyalty programs in PortugalLuxuryFragrancesCustomer relationship managementLoyaltyRetentionDomínio/Área Científica::Ciências Sociais::Economia e GestãoMugler is having difficulties launching a loyalty program in Portugal because of the small size of its market and the brand's distribution model that makes it heavily dependent on retailers. GDPR regulations further do not allow the brand to access customer data. This individual part therefore aims to study how to establish a direct relationship with the Mugler consumer in Portugal through a loyalty program, taking into account the retail landscape. The main findings are that Mugler should seize the opportunity of merging with Spain, then adapt the Mugler Circle locally, and finally create awareness through offline and online channels.Risques, InêsSilveira, Catherine daRUNSalzmann, Sarah2022-06-15T14:15:28Z2022-01-182021-12-172022-01-18T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/140019TID:202972216enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:17:08Zoai:run.unl.pt:10362/140019Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:49:33.040629Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv How to boost and reach the full potential of Mugler-s perfumes brand loyalty? - an analysis of loyalty programs in Portugal
title How to boost and reach the full potential of Mugler-s perfumes brand loyalty? - an analysis of loyalty programs in Portugal
spellingShingle How to boost and reach the full potential of Mugler-s perfumes brand loyalty? - an analysis of loyalty programs in Portugal
Salzmann, Sarah
Luxury
Fragrances
Customer relationship management
Loyalty
Retention
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short How to boost and reach the full potential of Mugler-s perfumes brand loyalty? - an analysis of loyalty programs in Portugal
title_full How to boost and reach the full potential of Mugler-s perfumes brand loyalty? - an analysis of loyalty programs in Portugal
title_fullStr How to boost and reach the full potential of Mugler-s perfumes brand loyalty? - an analysis of loyalty programs in Portugal
title_full_unstemmed How to boost and reach the full potential of Mugler-s perfumes brand loyalty? - an analysis of loyalty programs in Portugal
title_sort How to boost and reach the full potential of Mugler-s perfumes brand loyalty? - an analysis of loyalty programs in Portugal
author Salzmann, Sarah
author_facet Salzmann, Sarah
author_role author
dc.contributor.none.fl_str_mv Risques, Inês
Silveira, Catherine da
RUN
dc.contributor.author.fl_str_mv Salzmann, Sarah
dc.subject.por.fl_str_mv Luxury
Fragrances
Customer relationship management
Loyalty
Retention
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Luxury
Fragrances
Customer relationship management
Loyalty
Retention
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Mugler is having difficulties launching a loyalty program in Portugal because of the small size of its market and the brand's distribution model that makes it heavily dependent on retailers. GDPR regulations further do not allow the brand to access customer data. This individual part therefore aims to study how to establish a direct relationship with the Mugler consumer in Portugal through a loyalty program, taking into account the retail landscape. The main findings are that Mugler should seize the opportunity of merging with Spain, then adapt the Mugler Circle locally, and finally create awareness through offline and online channels.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-17
2022-06-15T14:15:28Z
2022-01-18
2022-01-18T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/140019
TID:202972216
url http://hdl.handle.net/10362/140019
identifier_str_mv TID:202972216
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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