TTK Links: Home Page | TTK Moodle | ÕIS
TTK/UAS Repository For Digital Teaching and Learning Resources

Kliendilojaalsusprogrammi loomine kaubandusettevõtte Pesuparadiis OÜ näitel

Irašin, Kaisa (2016) Kliendilojaalsusprogrammi loomine kaubandusettevõtte Pesuparadiis OÜ näitel. [thesis] [en] Development of customer loyalty program based on the company Pesuparadiis OÜ.

[img]
Preview
PDF - Published Version
Download (916kB) | Preview
[img]
Preview
PDF (lihtlitsents) - Supplemental Material
Download (415kB) | Preview

Abstract

Käesolevas lõputöös käsitletakse ettevõtte Pesuparadiis OÜ kliendilojaalsusprogrammi kujunemist. Töö eesmärk sai täidetud ja esitatud programm on ettevõttes reaalselt kasutusel. Eduka kliendilojaalsusprogrammi loomine on ettevõttele väga oluline, kuna see aitab jõuda klientideni isiklikumalt ning muudab nende külastused kauplusesse tõhusamaks ning planeeritumaks. Pesuparadiis OÜ on väike ettevõte, kelle tegevusalaks on pesu ning rõivaste jaemüük spetsialiseeritud kauplustes. Ettevõte vajas kliendibaasi ning ja selle haldamiseks efektiivseid vahendeid, et pakkuda oma tooteid turul. Samuti selleks, et salvestada klientide ostud ning nende andmete põhjal saaks pakkuda paremat teenust või toodet ja muutuda seeläbi efektiivsemaks ettevõtteks. Antud lõputöö autor on käsitlenud erinevaid kliendilojaalsusprogramme lähtuvalt Ivar Soone „Kliendilojaalsuse kuldraamatus“ käsitletavast CALCULATIVE mudelist, kus analüüsiti kolme programmi 18-le kvaliteedikriteeriumile toetudes, neid läbi mõeldes ning analüüsides. Analüüsi käigus selgus, et ettevõttele Pesuparadiis valitud ID kaardi põhine lojaalsusprogramm on nii hoomatav, jälgitav, tasemeline, universaalne, piiratud, kumulatiivne, sünergiline, käegakatsutav, motiveeriv, kaasav, väärtuslik, lihtne, kerge, eksklusiivne, efektiivne kui ka nauditav. Seega antud kliendilojaalsusprogramm vastab 18-st 16-le kriteeriumile, mille põhjal võib järeldada, et programm on efektiivne. Ettevõttele valitud programm võimaldab klientidega kontaktis olla ning teha personaliseeritud pakkumisi kliendi soove arvesse võttes. ID kaardi kliendikaardiks registreerides saab klient koheselt kogu kaubalt 5% soodustust, ka allahinnatud toodetelt. Viie protsendiline soodustus kehtib seni, kuni saavutatakse uus tase, mis võimaldab kliendile suuremat soodustust- vastavalt 10, 15, 20, 25 ning 30 protsenti. Tasemetel edasi liikumine on piiratud kindlate reeglitega. Programm üllatab klienti kliendi sünnipäeval ning sellele eelneval ning järgneval viiel päeval, mil kliendile võimaldatakse tavapärasest 5 % suuremat soodustust. Ettevõtte kõige suuremaks varaks on lojaalsed ning rahulolevad kliendid. Tegemist on ettevõttega, mis toimib kuid soovib kasvada ja turgu võita, selleks peab müügikanali käima saama. Kliendilojaalsusprogramm käivitati märtsi kuus ning kahe kuu möödudes on kliendilojaalsusprogrammiga liitunud üle 500 kliendi. Seega on tegemist arvestatava kliendibaasiga, mille põhjal on võimalik teha analüüse klientide vanuselisest jaotumisest, ostutihedusest, külastuskordadest ning kampaaniale reageeritavusest.

Abstract [en]

The current thesis describes the development of customer retention programme in the company Pesuparadiis OÜ. The purpose of the research has been achieved and the introduced programme is actually being in use by the company. Creating a successful customer loyality programme is very important for an enterprise because it helps to reach to the customer in a more personal manner and change their visits to the shop more efficient and planned. Pesuparadiis OÜ is a small company which field of operation is retail selling of lingerie and clothes in specialized shops. The company needed a customer base and effective tools to maintain it in order to offer their products in the market. Furthermore, there is a need to save customers’ purchases, and according to the data, it would be possible to offer better service or products and become a more efficient company. The author of the thesis has described various customer loyality programmes according to the calculative model in the book “The Golden Book of Customer Loyalty” by Ivar Soone, where three programmes were analysed relying on 18 quality criteria by giving them enough thought and analysis. In the course of the analyses it appeared that the retention programme chosen to the company Pesuparadiis is comprehensive, awareness-building, levelled, choice-specific, universal, limited, accumulative, aligned,, incentive, encouraging, valuable, easy, effortless, exclusive, efficient as well as enjoyable. As a result, the current customer retention programme meets 16 criteria out of 18, which can be concluded as an effective programme. The programme chosen for the company enables to have a contact with a customer and provide personalised offers considering customer’s wishes. When a customer registers his/her ID card as a customer loyalty card, he/she receives momentarily a 5% discount of the whole purchase including discounted products. The benefit is valid until the customer will reach to the next level that allows bigger discounts namely 10, 15, 20, 25 and 30 per cent. Moving from one level to another is limited with strict rules. The programme surprises the customer on his/her birthday and on five prior or proceeding days, when the customer is granted with an extra 5% of discount. The biggest asset of a company is its loyal and satisfied customers. As it is a company which functions, but desires to expand and gain the market, the sales medium needs to be completed. Customer relationship management was activated in March and in two months more than 500 customers have joined in the customer retention programme. Therefore, it is a considerable customer base, according to which the analyses of customers’ age, purchase density, visiting and reactions to campaigns can be made.

Item Type: thesis
Advisor: Ada Traumann
Subjects: Economy and Management > Retail and Wholesale Trade
Divisions: Institute of Clothing and Textiles > Resource Management in the Clothing and Textiles Industry
Depositing User: Kaisa Iraš�in
Date Deposited: 08 Jun 2016 10:35
Last Modified: 08 Jun 2016 10:35
URI: http://eprints.tktk.ee/id/eprint/2424

Actions (login required)

View Item View Item