Loyalty programs have been for decades an important marketing tool, which
not only motivates customers to buy from a particular shop but also, it allows
companies to have access in behavioral information about the customers. The arena of loyalty programs is expected to change fast, as it has been affected by rapid
evolutions such as the huge increase of e-commerce, phones in all activities, the
advances in artificial intelligence (AI), the adoption of personalized marketing, as
well as the changing culture of customers. By using both qualitative and quantitative research approaches in this paper, we conduct a literature review with the aim
of pointing out existing recent trends in loyalty programs in the area of retail, and
especially in supermarkets and grocery stores, identifying the technologies used,
the benefits offered and the ways in which they are exploited based on previous
scientific studies and research. In addition to bibliography, we perform a primary
survey that will consist of two (2) parts: 1) Conducting research and making a report of the current situation in the supermarket chains and grocery retailers in
Greece and 2) the customers’ perceptions about contemporary loyalty programs in
Greece. The results have shown that people with higher consumeristic behavior,
i.e. who care more about monetary benefits, are attracted by loyalty programs such
as mobile apps, social media and digital loyalty cards, but are not interested in
email marketing and online games or contests. We discuss our findings and provide general recommendations to be considered.
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