Building Loyalty: A Case Study of Amazon

Running head: BUILDING LOYALTY: A CASE STUDY OF AMAZON
Building loyalty: A Case of Amazon
Name of the Student:
Name of the University:
Author’s note:

1
BUILDING LOYALTY: A CASE STUDY OF AMAZON
Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
Conclusion.......................................................................................................................................4
References:......................................................................................................................................5

2
BUILDING LOYALTY: A CASE STUDY OF AMAZON
Introduction
This study focusses on building loyalty of Amazon. Brand loyalty helps the company to
retain its existing consumers and attract new customers thereby enhancing its brand image in the
current market. In this particular study, a brief summary of the article has been discussed. The
purpose of the study is also covered in this particular study. Apart from this, the concept of
building loyalty and its significance has been explained in this study.
Discussion
Things Remembered is an organization that offers customized gifts to its users on special
occasions such as weddings, anniversaries, and Christmas. Gifts like jewelry, pens, clocks,
picture frames and executive gifts. The management of this company found that the repetitive
buying behavior of its customers is comparatively lower than that of other companies. In order to
solve this issue, managers had decided to focus on building loyalty program within its workflow.
They have communicated the cross-functional team for preparing an effective loyalty program in
order to retain its consumers and attract new ones. It has been identified by the managers that
they might face issues in implementing loyalty program properly because of shortage of budget.
Therefore, they have decided to charge fee from those customers willing to enroll themselves in
the membership program. Filtering the casual buyers and identifying the loyal customers is the
primary reason behind charging a membership fee in the loyalty program. In addition to this,
consumer service with a toll-free number is being offered to its users and buyers in order to
satisfy its customers. Rewards Club is being introduced by the respective company in order to
give opportunity to its users a scope to earn reward points. About 20, 00, 000 earned reward
points before enrolling themselves in Rewards Club. It has been observed that the reward