Evaluating Retail Loyalty Programs in the Morocco Market

Verified

Added on  2023/01/19

|131
|47127
|51
Report
AI Summary
This report investigates the significance of loyalty programs within the retail market in Morocco, particularly focusing on budget mass markets. It explores how these programs can provide a competitive advantage against international segments and influence customer purchasing behavior, emphasizing the importance of customer retention for low-budget retail sectors. The study examines the nature of competition in the international and local supermarket sectors in Morocco, investigates the role of customer-focused loyalty programs, and recommends a framework for improving their efficiency. It covers research methodology, data analysis, and ethical considerations, ultimately concluding with recommendations for implementing effective loyalty programs to foster customer relationships and drive business growth in the Moroccan retail landscape. Desklib offers similar solved assignments and study tools for students.
Document Page
The loyalty program inside the retail
market
tabler-icon-diamond-filled.svg

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Document Page
Table of Contents
Topic : The Loyalty Program inside the retail market. ...................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Introduction...........................................................................................................................1
1.2 Background...........................................................................................................................2
1.3 Overview of retail sector.......................................................................................................5
1.4 Aims......................................................................................................................................6
1.5 Objectives..............................................................................................................................7
1.6 Research Questions...............................................................................................................7
1.7 Scope of the study.................................................................................................................7
1.8 Rationale...............................................................................................................................8
1.9 Problem Statement..............................................................................................................10
1.10 Research Specification......................................................................................................12
CHAPTER 2: LITERATURE REVIEW.......................................................................................15
2.1 Introduction.........................................................................................................................15
Customer Perception.................................................................................................................15
Theme 1: Nature of competition in the international and local supermarket sector in Morocco.
...................................................................................................................................................16
Theme 2: To investigate the role of customer focused loyalty programmes in the supermarket
sector by the international and local store.................................................................................25
Theme 3: Recommendation of framework for improving the efficiency of customers focused
loyalty programmes...................................................................................................................33
CHAPTER 3: RESEARCH METHODOLOGY-PRIMARY RESEARCH..................................43
1 Introduction............................................................................................................................43
4.2 Research type......................................................................................................................44
4.3 Research strategy................................................................................................................45
4.4 Research philosophy...........................................................................................................46
4.5 Research Approach.............................................................................................................48
4.6 Research Design..................................................................................................................50
4.7 Research Sampling..............................................................................................................51
Document Page
4.8 Data Collection....................................................................................................................53
4.9 Data Analysis......................................................................................................................54
4.10 Ethical Consideration........................................................................................................55
4.11 Research Limitation..........................................................................................................57
CHAPTER 4: DATA ANALYSIS................................................................................................59
CHAPTER 5: CONCLUSION & RECOMMENDATIONS.........................................................98
5.1 Introduction.........................................................................................................................98
5.2 Conclusion...........................................................................................................................98
Recommendation.....................................................................................................................113
REFERENCES............................................................................................................................120
Document Page
Topic : The Loyalty Program inside the retail market.
CHAPTER 1: INTRODUCTION
1.1 Introduction
Loyalty programs are the company strategies which is very helpful to retained the
customers. Such marketing efforts have proven retailer one of the most effective and tactics for
increasing revenue and inspiring customer trust (Achy and Joekes, 2016). It has been analysed
that 84% consumers are stick with the companies who offers loyalty programs. This is the high
range quality services which is provided by the service provider to their service users. Apart
from such trends, retailers come up with the rewards programs which enable to inspire customers
loyalty and make them satisfied with the services and goals. Retail loyalty programs are
beneficial for those customers who are the frequent buyer. There are different types of other
retail loyalty programs such as Basic Points which is commonly used by the buyers in often
basis. In other words, Basic Points has been earned by consumer by spending more on the
product or services. Another form of loyalty program is Tiered Points system, Some
companies have customised basic points based.
In this customer loyalty program companies can better offer the customer service
programs to be more energetic and influencing in different manner. Other some kind of customer
loyalty programs is Partner retail loyalty programs apart from this it better apply and make the
changes in proper manner (Arvis and et.al., 2016). Running the loyalty along with strategic
partners is another option. It's a great way to gain new referral customers from the partners. In
other ways all such loyalty programs make customer happy and satisfied with the service of
companies. Loyalty programs are highly effective for the retailers where they found different
ways to promote the business goals. Upfront fee Loyalty Programs is the another best way to
promote the business targets and follows the better effective performance outcomes to create
new management system. Identify the common purchase barriers in the business. All such
customer strategies makes the buyers more satisfied and challenging business goals. Retail sector
has to invent some new customer centric approaches in order to meet the business target goals
into more efficient manner. Also, it requires the best service results to the business development
process (Babi, Asselin and Benzaazoua, 2016). Loyalty programs maintained the good and
effective relationship between company and customers which creates opportunity and growth to
lead the market. As compare to international market low cost retailers are less compatible in
1
tabler-icon-diamond-filled.svg

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Document Page
making quality services and products. So accordingly they not affordable the high cost customer
loyalty programs. Loyalty cards has been used in many ways in retail sector which helps to
motivate the business results and following the goals and objectives. The existence of various
loyalty card programmes generated an inquiries with high professional efficiencies. Apart from
this factor and basic business information is partially necessary for developing the scope of low
cost budget factors in the business gain (Baritaux and et.al., 2016). However , the basic purpose
of the study is to investigate the significance importance of loyalty programs within the so-called
budget mass market in Morocco market. Besides, secondary purpose of this study is to gain
competitive advantage to the international segments. In order to create budget and expand the
business operations retail businesses should acquire the new customer loyalty programs to gain
the buyers attention towards the local brands rather than preferring international retail such as
Walmart. It has been analysed that loyalty programs influence the purchasing behaviour of
customers. Hence, company should also need to acquire the business opportunities in order to
evaluate the business identification and goals opportunity. Besides, in order to beat the
international French market Retail sector of Morocco should have to focus on the customer
retention program.
Therefore, To engage the customer retention implementation of loyalty programs are very
useful and required for the low budget retail sector organization. The global wide spread use of
loyalty cards has generated contradicting views and findings their market share. Loyalty program
is the highly expected marketing efforts which is very effective and impactful for customer
purchasing behaviour and loyalty programs (Belkacemi, Menvielle and El Ourabi, 2019). It has
been researcher that customer are obsessed for having loyalty cards at some of the major retailers
in Morocco.
1.2 Background
In Morocco supermarket conditions or in other words distribution of food in Morocco is
depends on the income levels. Superstores generally more attract wealthy kind of customers. On
the other side, Traditional stores cater the interest of lower income group customers who
generally buys fewer products at cheap cost (The distribution network in Morocco, 2019). That is
why the market of 2016 was only 63% in retail industry in Morocco. Major of the big retailers
are present ion the all major cities of Morocco cities like in Agadir, Tangiers, Fes, Meknes etc.
2
Document Page
In terms of market share of the retail firms in Morocco are very heterogeneous structures
predominantly owned by small family-run shops in different manner. There are five brands that
corner grocery-retail sector which mainly more influencing and business target performance. In
2016 there were only 2250 stores which considered as modern grocery retailers (Belwal and
Belwal, 2017). Out of which 316 hypermarkets, 67 are supermarkets. All along the situation has
been taken that how this business structure effectively understand the business objectives and
target performance. So it has been identified that how such supermarket store get affected by the
low income generation. Also, it has been analysed that due to having the supermarket in some
countries it might happened the business formation and growth for the business management
system. In other words, loyalty programs is the best way to control the basic information task and
also helps to gain business organisation and make sure the best service outcomes. Apart from
this, customer loyalty programs are must be applied in the business in order to full fill the
business operation task (Bredvold and Skålén, 2016). The objective of this paper is to examine
the market of Morocco to explains the significance role of loyalty program. Nowadays, Due to
heavy business competition in the market companies encourages to the focus their marketing
efforts to maintained and expand the market share goals. Therefore, customer loyalty represents
a main factor for the companies competitiveness. Customer business loyalty programs has been
more influencing and highly demanding task. The relationship in between the business task is
highly influencing in the business effective performance. Customer loyalty program can also
helpful to gain the high advantageous results and build the new business. The first fusion strategy
makes the things more influencing and demanding business growth.
Present research will be explains the deep understanding by defining the marketing as a
different tools or ton encourage customer loyalty programs to engage the customer satisfaction
and also helpful to maintained the good relationship with the all service targets (Desbordes,
Aymar and Hautbois eds., 2019). Retail supermarket deals with multiple product or services
which inspire the best results and goals. Online loyalty programs are more useful and growing in
terms of business success and making the highest business performance objectives. Customers
usually register their personal information with the retail stores and are given an exclusive
identification goals. Indirectly this program affects the overall system opportunity which majorly
covers the high business task. The main purpose of such loyalty programs is to build up the
customer loyalty towards the brand.
3
Document Page
Overall, background of the study will explains the significance concept of leveraging
customer loyalty which explores the highest business goals which also explores and
identification of the business modification targets (Ekström and Norén, 2016). Comparatively
with any other industries maintaining CRM is quite necessary for the retail marketeers because
of the slow growth and intense competition among the retailers. Study also explore and
adjusting the different business goals which eventually sustained the business opportunity task.
There are several business opportunity that makes the thing understandable. Also, it defines the
business goals and also make the system more energetic and more attentive business targets.
Customer loyalty program has been identified and influencing the business goals (Fernandez
Hidalgo, 2015). It creates gather valuable data and business targets which generate personalized
experience with the services. Most modern consumers prefer a personalized experience with
more than half of generation. Customer loyalty programs also increased the company sales which
also be the most creative and influencing business task in terms of company generation and
business opportunity task. Increases sales, measure loyalty through engagement programs data
allows company to track the business analytics and vie point. Customer Loyalty programs also
give sufficient business task to influence the goals and services.
Customer Loyalty
Customer loyalty is the term which generally helps to define the relationship between
company and their customers (Frynas and Mellahi, 2015). It encourages consumers to shop more
consistently and also build the trust among the company organization. Loyalty refers to the
positive work which encourages the customers or buyers and also build the good perception
against company retailers. Therefore, customer satisfaction with the company products or
services could be considered they key to a company success and long term competitiveness.
However, it has been found that customer loyalty is the most essential part within the
organization to ramp up the highest business objectives and goals. The reason behind the same
reason to motivate people into the best way of becoming the highest range of development goals.
The company needs to transfer loyal customers towards to loyal customers in order to sustain the
long term relation (Godefroit-Winkel, 2018). It also helps to gain the systematic and long lasting
building results which definitely affect the company more energetic and growing results.
Customer loyalty is a result of a positive emotional, physical attribute based satisfaction and
perceived value of an expensive goals.
4
tabler-icon-diamond-filled.svg

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Document Page
Loyalty programs is the initiative to make loyal customers more efficient and long
lasting. A loyalty program may give a customer advanced access to new products. Also it makes
the effective long lasting working opportunities to work make goals. Organization used rewards
programs to retain the loyal customers with the organization level. Also it define how the
business opportunity and goals will make the things more effective and challenging business
task. There are different loyalty programs that retail firms could adopt to make the good
perception of the customers in front of the business. Such as Point system, tier system, charge an
upfront fee for VIP benefits (Hernández-Rubio and et.al., 2016). All such systematic loyalty
programs will make the things more clear and effecting. Loyalty card program is one of the most
leading type which helpful to make good efforts and form a systematic leading system. Loyalty
card is kind of incentive plan which allows retail business to gather information about its
customers. Another goal of a loyalty card program is to build repeat business by offering.
1.3 Overview of retail sector
Retail industry is the most huge and expanded business area. Where the businesses and
company generating the high business goals opportunity. There are different kinds of business
includes in the sector which explores the different opportunity. Such business organization
everybody understand the business organization which explores the business activities. There are
different kinds of business opportunity is present in the retail sector such as Apparel and fashion,
fashion and lifestyle, food & Beverages retail, Pharmaceutical retail and e-commerce e-tailing
business growth in the high influencing manner (Ichijo and Ranta, 2016). There are huge
opportunity includes in the retail market which explores the different work opportunities
involved. Also retail sector organization has been given the highest business opportunities. Large
working population and low share of organized retailing. On the other side, average income
expanding more business opportunity to work in more enlarging business growth. Large scale
outlets have become the norm in several of the kingdom major cities and while less formal
commerce still accounts for a large proportion of sales. Retail sector has been also increased due
to technological manner. Many of the retailers are highly engaged with the services into more
reliable manner. Retail sector is the highly advanced sector which explored the business
opportunities and also growing the high influencing business goals. Apart from this, retail sector
is the only sector which highly engaged with the customer service and for which they provide
huge customer loyalty gain services (Ikram, Nam and Kim, 2017). Besides, the role of
5
Document Page
strengthening the sectors contribution to the economy and employment. Growing demand for
known international brands and coupled with improved incomes and modern retail outlets. Most
of the international brand has been providing the highest business growth which also makes the
things more influencing. Modern shopping malls and international clothing brands which also
develop the systematic performance goals. Customer loyalty program is the long term strategy
for the organization which maintained the good relation with the buyers in long term market
performance (MacMillan, 2017). Also, it requires business opportunity which also helps to make
sure the following business goals. UK grocery retail sector is the best business choice to choose
the significance business study into the best following results task. Also, however, the new
business apartment is the best way to gain the business target goals and make the different
opportunity for the customers as well as the business development areas. In Morocco the fashion
retail market is more expanded and growing the business results which make the market more
influencing and dealing with the high standard performance. Basically, It implement and
following business activities. Loyalty programs are the most essential loyalty gain which majorly
affect the business organization and effectively work in the systematic way. Also it explores the
business into the international or national level. Benefits of customer loyalty programs is the best
strategy for the customer retention power in order or gain the business.
The purpose of the present study is base on the customer satisfaction which has been
gained by the customer loyalty program. Before, offering the sales and product to the market the
main purpose of the study is to analyse the work out goals and also making the good
performance balance between the customers and company. This will make and better appearance
towards the work objectives and task. In the contrary, such programs are generally given by the
big international retailers rather than by local (Roberts, 2017). Reason behind success and funds.
Due to handling the market at lower level such situation might happen to create less
understanding results and goals to certainly happened the business targets. Apart from such
following results it helps to certainly make the things more energetic and productive in terms of
accepting the things. Loyalty programs can also create opportunity for the retailers exist in
Morocco to get involvement of buyers.
1.4 Aims
“To examine the importance of loyalty program inside the retail market”. A case study
base on Walmart and Carrefour Market”.
6
Document Page
1.5 Objectives
To explore and understand the nature of competition in the international and local
supermarket sector in Morocco.
To examine the role of customer focused loyalty programmes in the supermarket sector
by the international and local stores.
To recommend a framework for improving the efficiency of customers focused loyalty
programmes as executed by the international and local supermarket stores in Morocco.
1.6 Research Questions
Q. How the nature of the competition in the international market affect local supermarket
sector in Morocco ?
Q. What are the roles of customer focused loyalty programmes in the supermarket sector
by the international and local stores ?
Q. How framework for improving the efficiency of customers focused loyalty
programmes as executed by the international and local supermarket stores in Morocco ?
1.7 Scope of the study
Customer Loyalty programs aim is to establish the business revenue and customer
retention rate. It helps to build the strong root and boost simply. Simply more influencing and
leading the business task into more clearly manner. Apart from this it make sure that leading
business targets are fully more inefficient and long lasting performance goals in the business
objectives (Sausman and et.al., 2015). There are different objectives and scope which clearly
mentioned and enlarge the business opportunities to make sure the customer good relationship.
Save money while creating and implementing a loyalty program is an investment customer
retention strategies are often more effective and business objectives goals. Gather valuable data
and information which make or better understand the opportunity and task to build up the
competitive business goals. The design of the study is based on an exploratory mono method
qualitative research. The most significant aspect of the business. This popularity of loyalty
programs has attracted considerable attention from the scholars.
The scope of the study is to explore the differentiate task which explores and gain the
different opportunity and task to perform the leading business gain. Which results in gaining
competitive advantage. Recommendation will be made after the study for retailers and other
entrepreneurs to upgrade and differentiate the rewards on their loyalty card programmes. Present
7
tabler-icon-diamond-filled.svg

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Document Page
study can be very helpful to gain the systematic long term performance in order to be more make
the things more challenging and work goals (Sheth, Sinha and Shah, 2016). Apart from this, the
study also influence the business more goal effective and deal with more influencing and gain
the systematic goals. They study is beneficial for retailers and other entrepreneurs so that they
can use strategies that are sustainable in achieving customer value as stated by different range of
style.
In other ways, customer loyalty programs can also benefited in terms of make consumers
feel appreciated. Also, it certainly helpful and managing the business to achieve the market and
forecasting performance goals. Apart from this, program data allows to track analytics and view
reports in more better manner. Somehow, it has been cleared that how such business loyalty
programs can helpful to get in touch with the customers. The significance of the study is that
customer loyalty programme is overall very energetic and highly influencing business task which
is highly motivating the business into the great efforts. All over, it also tries the best influencing
task to motivate work more energetic manner. Customer loyalty overall is the great strengthen
opportunity for the business which highly required the great efforts. There is extensive research
which contribute significantly to the concept of brand loyalty, most of the studies have been
focused on the behavioural aspect of consumers loyalty. The research on relationship between
buyer seller and its role in the development of loyalty has not contributed extensively to the
concept of brand loyalty. By influencing the customer loyalty it is highly influenced the business
which successfully analyse the long lasting matter to better understand the task and better
analyse the opportunity and goals. Mayer pertinent question for the results that highly
maximizing the long term objectives and task.
1.8 Rationale
In order to have the customer loyalty programs company has to make that appearance in
front of their potential buyers. It helps to build good relationship with customers and also make
them satisfied with brand (Steenkamp, 2017). Customers are the king of the market for which it
is necessary for the company to engage customers with the brand loyalty. Also, it is required for
the retailers to beat the competition of international retailers. Along with this, there are many
reasons why retailers look into this so it has been defined that how much business should need to
gain their one marketing image in the market. One of the big reason to conduct this study is to
spread awareness among buyers about the brand. Some other reasons are to boost up the
8
Document Page
company growth to achieve the high market share in the competitive environment. Each loyalty
program widely different results but as a marketer you should never overlook to define the long
lasting results. Another reason to conduct this study is to boost up the confidence level of small
town retailers to cope up the things and also managing the workflow situations. Customer
loyalty programs can also boost up the high goals and make the things more energetic and make
the systematic goals and performance (Uriarte, Baeza and de Pablo Valenciano, 2017). Boost up
the reputation of the firm is the another major role of which creates the basic effective terms and
objectives to be performed. Institutional loyalty programs can be more helpful to lead the
business objectives into the higher performing manner. In other words, customers more attract
towards the company which successfully gain the systematic service performance and lead the
business goals and make the things more reliable. Customer loyalty program marketers increases
the sales by including enticing awards. Another reason to conduct this research is it helps to the
retailers in Morocco to understand the value of customer loyalty which has been taken by
offering customer loyalty programs. It helps to make retailers aware about the new trends which
currently leading the market. Purposefully it lead market and also attract number of buyers from
nationally or internationally. So it has been defined that how business can successfully get their
in successful manner. Another reason to acquiring such programs is it provides vital market
research (Wilshaw and et.al., 2015). To offering some kind of awards and gifts are always be the
appreciated system to the customers which helps to maintained the good position in the market.
Also it makes the business more unique and productive.
Therefore, the purpose of this study is it helps to leveraging loyalty programs within the
so-called budget and mass market in Morocco retail supermarket segment. It happily makes the
things more clearly define and growing business. Customer loyalty is the best forwarding results
and also makes the good outcome performance. Customer relationship marketing build on the
premise that effectively performed in systematic manner it is also very energizing to enhance the
customer attraction and highly energetic performance task. Customer relationship marketing
which highly energetic and maximize the different problem statement. It is also very form new
work and more popular energetic goals and objectives. Customer relationship manager is the
energetic performance that is highly implementing source which is more productive in nature.
In retail supermarket. Customer satisfaction is highly satisfied services and goals where they can
use some other systematic results as well to cope up with new opportunities. Relationship
9
chevron_up_icon
1 out of 131
circle_padding
hide_on_mobile
zoom_out_icon
[object Object]