Impact of Loyalty Card Schemes on Customer Retention in UK Retail Sector: A Study on Morrisons

RESEARCH PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................3
Background.................................................................................................................................3
Aims and objectives....................................................................................................................3
OVERVIEW OF KEY LITERATURE...........................................................................................4
METHODS OF RESEARCH..........................................................................................................4
ETHICAL CONSIDERATION.......................................................................................................5
TIME PLAN ...................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Background
Customer loyalty card are defined as the scheme which is used in order to retain the
consumers so that they come again and again to the company (Aluri, Price and McIntyre, 2019).
This loyalty card is an incentive plan which allows the company in gathering the data relating to
the consumers by providing them discounts and different offers. The present research will outline
the impact of loyalty card scheme by Morrisons in order to retain the consumers.
Aims and objectives
Aim
“To evaluate the impact of loyalty card schemes on customer retention in the context of
UK retail sector. A study on Morrisons.”
Objectives
 To understand the concept of loyalty card schemes.
 To analyse the positive and negative impact of loyalty card scheme in retaining
consumers.
 To ascertain the significance of loyalty card schemes with regard to customer retention
within Morrison's. To recommend strategies pertaining to loyalty card schemes that contributes in customer
retention.
Research questions
1. What do you understand by loyalty card schemes?
2. What are the positive and negative impact of loyalty card scheme in customer retention?
3. What is the significance of loyalty card scheme in retaining consumers?
4. What are some strategies which can contribute in retention of consumers?
Rationale
The main reason behind choosing of this topic is that the competition is high and for
success it is very necessary for the companies to retain the consumers. Thus, this loyalty card
scheme is the latest technique in retention of the consumers. Another reason is the personal
interest of the researcher.