Your group will act as a marketing consultancy working for a client brand of your choice. In this role, your team will evaluate and improve the current loyalty strategy for your client, a brand operating in the Canadian marketplace. You will submit a report of your evaluation and improvement plan in Week 15 (before the class) followed by Group presentations of the same.
 

Using secondary research and your own experience as a customer (see Tips on Choosing a Client), identify, analyze, and evaluate what strategies and tactics the company is employing to grow loyalty and retention along the post-purchase customer journey. Where possible, share examples of these strategies and tactics via visuals (e.g. welcome emails, social media tactics that encourage advocacy, etc.). Ensure that you consider retention/loyalty strategies in ALL the following areas of the post-purchase customer journey:

1. a. Onboarding
2. b. Retention
3. c. Development
4. d. Advocacy

 

Do not examine strategies around customer win-back and termination since this information may not be available.

 the company name is indigo write it in a creative way and new ideas from the information below.


Company background :
Indigo is committed to moving quickly and with determination towards a sustainable future. The Company announced its commitment to have net-zero emissions by 2035. Last year, the Company kicked off "Write The Future - Indigo Sustainability Initiative," with a full assessment of its operational carbon footprint and a number of immediately implementable actions. It is now in the process of completing a full assessment of emissions from its products. The Company's full net-zero baseline and annual targets will be released in October 2021.

In February 2021, the Company signed the BlackNorth Initiative Pledge to take action to end systemic anti-Black racism. Actions and goals outlined in the Pledge being implemented or planned include engaging the Black community and delivering unconscious bias and anti-racism training.

Indigo's podcast titled Well Said launched, connecting customers to the trusted voices in well-being to hear meaningful conversations about the art and science of living well to help them live with purpose and intention.

IndigoKids and IndigoBaby launched its first-ever local business program called Mini Marché. A program highlighting and supporting small, local Canadian businesses with an opportunity to be featured in a dedicated 'shop-in-shop' experience featured on indigo.ca and select Indigo and Chapters locations. The Mini Marché casting call invited and gave priority to innovative and unique brands who identified under any of the following criteria - women-owned, BIPOC-owned, LGBTQ2+-owned, environmentally friendly and philanthropic.

Indigo introduced its proprietary brand Nóta™, a new collection of notebooks and journals, made from FSC-certified paper and recycled materials. The assortment is rounded out by responsibly designed products ranging across stationary, journals, calendars and gift wrap.


 Canadian bookstore chain, had a loyalty program called Plum Rewards.

Plum Rewards was designed to reward customers for their purchases at Indigo and Chapters stores, as well as online at indigo.ca. Here are some key features of the Plum Rewards program:

Points Accumulation: Members earned points on eligible purchases made in-store or online. The number of points earned varied based on the item purchased. Members could also earn bonus points during special promotions.

Reward Levels: Plum Rewards had different reward levels based on the number of points accumulated. Members could progress through the levels by earning more points, unlocking additional benefits and discounts at higher levels.

Exclusive Offers: Members received exclusive offers and promotions tailored to their interests and preferences. These offers could include discounts, special events, or early access to sales.

Personalized Recommendations: Members received personalized book recommendations based on their reading preferences and purchase history.

Member Events: Plum Rewards members were occasionally invited to special events, such as author signings, book launches, and exclusive shopping experiences.

To join the Plum Rewards program, customers could sign up in-store or online, and they would receive a physical card or a digital version on their mobile devices. Members could track their points balance, view personalized offers, and manage their account through the Indigo website or mobile app.
Part I

Discuss:

Onboarding

• • The onboarding tactics the brand using (if any)
• • Whether the brand prioritizing UX Design. Where improvements be made.

 

Retention

• • Customer service strengths/weaknesses
• • Whether the brand doing anything from a Strategic Account Management standpoint. If so, describe.

 

Development

• • Whether the brand has a loyalty program. If so, provide an overview of its structure, features, customer benefits, etc. Also discuss strengths and weaknesses of the loyalty program.
• • What the company does to upsell/cross-sell/down-sell.
• • Whether the brand has premium offerings for valuable customers? If so, provide an overview of the structure, features, customer benefits, etc. of the premium offering.

 

Advocacy

• • What, if anything, the brand does to encourage loyal customers to become advocates.

 

Include visuals to demonstrate current strategy/tactics