Assignment 2. Customer
Loyalty
No late
assignments will be accepted; assignment is worth 50 points. Assignment must be typed and should be no
greater than three pages in length. Use double
spacing, one-inch margins and either Calibri, Arial or Times New Roman fonts
with font size no larger than 12. You
are not required to cite outside sources however if you decide to use a direct
quote then you must use the APA citation guidelines
(https://owl.purdue.edu/owl/research_and_citation/apa_style/apa_formatting_and_style_guide/general_format.html).
For this exercise I would like for
you to study and discuss the strategies that retailers use to foster and
strengthen customer loyalty. How do
these businesses increase their customers commitment to shop at their stores,
to make customers fans of their brands and become so loyal that these customers
are reluctant to patronize their competitors?
Chapters 5 and 10 of your textbook does a wonderful job of reviewing the
strategies and tactics that retailers consider to create customer loyalty and
your review and discussion of your assigned retailers should reflect many of these
elements.
From the list below select one of
these five pairs of retailers that operate in similar retail industries (ex.
Home Depot and Lowe’s). Before answering
this question do your customer shopping research – visit the stores, review
their online experience, consider joining a loyalty program. Be a critic!
(1)
In the first part of this assignment, I would
like for you to compare and contrast the strategies that these retailers are deploying
to create customer loyalty. Who is their target market and what specific things
are they doing to capture that market? How does their on-line communication mix
build upon their in-store experience? Identify ways that these two competitors
offer unique customer value
(2)
In your opinion, which of the retailers are
doing a better job at creating brand loyalty and why?
Select one pair of retailers from
this list:
a. Home
Depot and Lowe’s
b. Kroger
and Food Lion
c. Target
and Walmart
d. Walgreens
and CVS
e. McDonalds
and Chick Fil-A
f. Hilton
and Marriot hotel chains
