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Publication
O Programa de Fidelização Cartão FNAC
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.21 MB | Adobe PDF |
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Abstract(s)
Hoje, o mercado global encontra-se cada vez mais concorrencial e homogeneizado, como tal, as empresas sentem necessidade de desenvolver, a longo prazo, relações duradouras com os seus clientes, potenciando assim a sua rentabilidade. Ser-se diferenciador e capaz de inovar face às restantes marcas é um grande desafio, porém fundamental para que as expetativas dos clientes sejam satisfeitas, originando assim repetições de compra e, por sua vez, fidelização. Desta forma, o relatório é elaborado com base na literatura do marketing relacional e rege-se pelas principais premissas que o cliente valoriza nos programas de fidelização. Sintetizando, o conceito deste tipo de programas envolve uma troca: a empresa oferece vantagens a quem dá preferência aos seus produtos e serviços. Após a análise dos autores, são descritas as atividades desenvolvidas no decorrer de seis meses de estágio, na direção de Marketing e Comunicação da FNAC Portugal. Neste sentido, ao acompanhar todo o processo de gestão do programa de fidelização Cartão FNAC, foram identificados alguns pontos a melhorar quanto à segmentação, comunicação e condições do programa, nomeadamente, o facto de não explorar o segmento jovem. Por fim, foi aplicado um questionário a 200 jovens dos 18 aos 25 anos com o intuito de perceber as suas necessidades e preferências e, com base nos resultados obtidos, foram apresentadas cinco propostas de melhoria para o programa de fidelização da empresa.
Nowadays, the global market is increasingly competitive and homogenized, thus companies need to develop long-term relationships with their customers, to increase their profitability. Being different and innovative is a great challenge, but it is fundamental, in order to satisfy the customers’ expectations, to achieve repeat purchase behaviour and loyalty. This document is based on relational marketing literature and follows the assumptions of what the client values in loyalty programs. In Summary, the concept of this type of programs involves an exchange: the company offers advantages to whom prefers their products and services. After analysis carried by the authors, the activities developed during a six-month internship, in the Marketing and Communication Management Department of FNAC Portugal, are described. In this case, by monitoring the entire process of managing the FNAC Card loyalty program, some themes were identified to improve the segmentation, communication and conditions of the program, namely the fact that it did not exploit the young segment. Finally, a questionnaire was applied to 200 young people with the intention of perceiving their needs and preferences. Based on the results obtained, five proposals for improvement were presented for the company's loyalty program.
Nowadays, the global market is increasingly competitive and homogenized, thus companies need to develop long-term relationships with their customers, to increase their profitability. Being different and innovative is a great challenge, but it is fundamental, in order to satisfy the customers’ expectations, to achieve repeat purchase behaviour and loyalty. This document is based on relational marketing literature and follows the assumptions of what the client values in loyalty programs. In Summary, the concept of this type of programs involves an exchange: the company offers advantages to whom prefers their products and services. After analysis carried by the authors, the activities developed during a six-month internship, in the Marketing and Communication Management Department of FNAC Portugal, are described. In this case, by monitoring the entire process of managing the FNAC Card loyalty program, some themes were identified to improve the segmentation, communication and conditions of the program, namely the fact that it did not exploit the young segment. Finally, a questionnaire was applied to 200 young people with the intention of perceiving their needs and preferences. Based on the results obtained, five proposals for improvement were presented for the company's loyalty program.
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Keywords
Marketing Relacional Fidelização Lealdade Programas de fidelização Cartões de fidelização