Examining the Role of Customer Loyalty Programmes in Retail Industry of UK: A Study on Lidl

This dissertation aims to examine the role of customer loyalty programmes in gaining customer's perspective in the retail industry of UK, with a focus on Lidl. It investigates the different loyalty programs launched by Lidl, the role of customer loyalty programmes in acquiring customer's perspective, and the challenges faced by Lidl in implementing loyalty programs in their organisation.

Specialist Project (Dissertation)
To examine the role of customer loyalty programme
in gaining customer’s perspective in retail industry
of UK.

Content
• Introduction
• Research aim and Objectives
• Research Questions
• Significance or justification of the study
• Rationale
• Literature review
• Research Methodology
• Potential outcome
• Gantt chart
• Reference

Introduction
Overview in the Chapter
•To examine the role of customer loyalty programme in gaining customer’s perspective in retail industry
of UK.
•Background to the study
•Customer loyalty program is described as the process which is utilised for retaining the current customers
so that they keep buying the products and avail the services of the company

Research Aims and Objectives
Research aim
• “To examine the role of customer loyalty programme in gaining customer’s perspective in retail industry of UK. A
study on Lidl.
• Research objectives
• To inquire regarding different loyalty programs launched by Lidl
• To determine the role of customer loyalty programmes launched by Lidl in acquiring customer’s perspective
• To investigate the challenges faced by Lidl in implementing loyalty programs in their organisation

Research questions
• What are the different loyalty programs launched by Lidl?
• What is the role of customer loyalty programmes launched by Lidl in acquiring customer’s perspective?
• What are the challenges faced by Lidl in implementing loyalty programs in their organisation?

Significance or justification of the study
• This research project is considered to be essential for the retail companies to function their business efficiently in
rapidly increasing environment.
• Along with it, it will also support the companies to modify its way to using loyalist at global level for the purchase
of their product and service.
• Due to which the research project is also significant for the researcher as it aids in learning numerous skills that is
data handling, project management, analytical skills, data collection, communication, time management and many
others.

Rationale
• The purpose of choosing the topic that is about the role of customer loyalty programme in gaining
customers in order to assist the retail industries.
• In order to have better understanding about the customer loyalty programme.
• The present research helps the companies to understand the value of the loyalty programs as they are
known to keep the revenues coming in the business.

Literature review
•To inquire regarding different loyalty programs launched by Lidl
•To determine the role of customer loyalty programmes launched by Lidl in acquiring
customer’s perspective
•To investigate the challenges faced by Lidl in implementing loyalty programs in their
organisation

Research methodology
• Research philosophy
• Research Choice
• Research Strategy
• Research Instrument
• Data collection
• Data Analysis
• Sampling
• Ethical Consideration

Potential outcome
• As of the above research, it can be evaluated that the customer loyalty is one of the essential elements
to stay ahead in relation to the competitors
• In relation to that the retail companies have to face numerous challenges as the behaviour of the
customers will keep changing.
• It directly decreases the sales of the company as well as the loyal customer base for their product and
services in the market.

Gantt chart

Continue
• The term Gantt Chart is described as a tool
which is used in the project management tool
while planning about all the responsibilities
which are around the deadlines.

References
• Bruneau, V., Swaen, V. and Zidda, P., 2018. Are loyalty program members really engaged? Measuring
customer engagement with loyalty programs. Journal of Business Research, 91, pp.144-158.
• Chang, H.H. and Wong, K.H., 2018. Consumer psychological reactance to coalition loyalty program: price-
consciousness as a moderator. Service Business, 12(2), pp.379-402.
• Hwang, J. and Choi, L., 2020. Having fun while receiving rewards?: Exploration of gamification in loyalty
programs for consumer loyalty. Journal of Business Research, 106, pp.365-376.
• Ieva, M. and Ziliani, C., 2018. Mapping touchpoint exposure in retailing: Implications for developing an
omnichannel customer experience. International Journal of Retail & Distribution Management.
• Perumal, P., 2021. Effects of Environmental, Personalisation and Shopping Elements in Loyalty Programmes
on Customer Satisfaction. University of Johannesburg (South Africa).

Thank You