Ten Thousand Villages Customer Loyalty Program
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Ten Thousand VillagesCustomer Loyalty Program
Customer loyalty program will greatly benefit
Ten Thousand Villages
Builds long-term customer relationships
Increase company and fair trade awareness
Increase revenue for continued support of artisans
Remain competitive
Executive Summary
GOAL: assess effectiveness of a customer loyalty program
Primary Research
Customer and Neighborhood Survey
Focus Group
Company Interview
Secondary Research
Marketing articles and journals
Customer loyalty programs
Research Methods
How likely are you to shop at Ten Thousand Villages with a Customer
Loyalty Program?
More Likely
Less Likey
The Same
Results and Conclusions
89%
Great customer approval of customer loyalty program
Area for Development: Fair trade product awareness
Rationale: reward customer loyalty, increase revenue to support fair trade initiative , raise awareness
Short-term Goals
15% increase in monthly sales from 2011 sales record
10% increase in monthly number of total transactions
Long-term Goals
10% Increase in 2012 total sales from 2011 sales record
Greater company and fair trade awareness
Develop long-term customer relationship
Goals and Rationale
Proposed StrategiesCustomer Loyalty Points Card
Customer Appreciation Sales Events
Product Development
Product Samples/Premiums
Volunteer Training
Community Outreach/Festival Sales
Social Media Promotion
Points-based customer loyalty card
Dollar spent-to-point ratio
Doubles as gift card
Rewards loyal customers and encourages new purchases
Drives food product sales
Customer Loyalty Card
Customer Appreciation Sales Events that reward loyal customers
Other sales events that attract new customers
Held Feb. – Aug.
Drive slow sales seasons
Sale Events
More visible fair trade certification logo and product information about artisan and product production and source
Package redesign, informational notes, etc.
Product Development
In-store Product Samples
Market for our new food product line
Product Premiums
Promotion/publicity of premiums
Added benefits to shop at our stores
Product Samples/Premiums
Storefront volunteers are integral to our organization
Poor customer service cited 74% as reason for customer dissatisfaction
Provide volunteer screening and store sales and product knowledge
Volunteer Training
Festival Sales
Continues to support artisans while introducing community to fair trade
Festival sale advertising
Community Events
Special events
Collaboration with organizations that our conscientious customers support
Community Outreach
Target market more connected online
97% of current customers regularly check social media
90% interested in receiving Ten Thousand Villages updates
Reach greater demographic
Non-traditional form of marketing
Social Media Promotion
Budget
Grand Total: $1389.90
Direct Cost Total: $282.50 (from product premiums costs)
Estimated Return on Investment: 233% over 3 months
In-store POS Sales System Tracking
Monthly customer surveys to assess satisfaction and effectiveness
Volunteer surveys and employee evaluations
Sales record comparisons
Metrics for Measurement
Summary Customer loyalty program will help
strengthen our philosophy of helping to build a sustainable future by practicing
socially responsible trade. Through this, we can continue and expand our support of our artisans to ensure that they receive respect, dignity and hope from working hard and earning fair
value for their work.
Thank you.