Sažetak | U ovom radu obrađena je tema odnosa programa vjernosti i odanosti kupaca. Tema obuhvaća različite perspektive, a rad pokušava odgovoriti na pitanje isplati li se firmama uvoditi programe vjernosti, zašto neke kompanije imaju programe vjernosti koji im donose velike prihode, i efektivni su i efikasni, a druge kompanije ne primjenjuju te uhodane modele; zašto za neke kompanije programi vjernosti mogu biti kobni po poslovanje, koje su prednosti uvođenja programa lojalnosti za kupce i za kompanije i mnoga druga pitanja. Kartice vjernosti kao i CRM (customers relations management) se pojavljuju na tržištu i zbog prelaska s marketinga orijentiranog na proizvod na marketing orijentiran ka kupcu. Rad analizira različite oblike programa vjernosti - od aviokompanija koji su začetnici programa vjernosti, preko različitih kupona iz novina, kartica kao što je Dm Active Beauty do mobilnih aplikacija kao što su Starbucks Rewards program koji omogućuje popuste čak i kad se Starbucks proizvodi kupuju van Starbucks poslovnica. Također uz programe vjernosti razvile su se i mnoge prevare. Rad se dotiče i pojave lažnih kupona na tržištu, kao onih kompanije Walmart. Lažni kuponi se prepoznaju po često nerealnim popustima, najčešće u vrijeme velikih blagdanskih kupovina, a cilj takvih prijevara je najčešće prikupljanje osobnih podataka koji se kasnije zloupotrijebe.
Postoji 8 različitih vrsta sakupljanja bodova u programima vjernosti koje su detaljnije analizirane u radu. Neki se baziraju na dobivenim bodovima s obzirom na kupnju, drugi na VIP članstvo koje se plaća, pa se članovima omogućuju VIP cijene proizvoda. Iako se kroz rad može vidjeti da su programi vjernosti profitabilni ako se znaju dobro iskoristiti, postoje i razlozi protiv uvođenja programa vjernosti.
CRM je sustav upravljanja odnosima s kupcima. Pomoću kartica vjernosti skupljaju se različiti podatci o kupcu. Pravilnom analizom tih podataka mogu se saznati bitne informacije - koje proizvode se kupuje u kojem vremenskom razdoblju, kolike količine i tko ih kupuje, te se pomoću tih podataka može optimizirati poslovanje i lanac distribucije kako bi kompanije maksimizirale profit.
Kako je konkurencija sve veća, a kupci sve zahtjevniji kompanije se bore s privlačenjem kupaca. Važnu ulogu u tome ima i vrijednost koja se isporučuje kupcima. U radu su navedeni neki primjeri kartica vjernosti na hrvatskom tržištu. BIPA, DM Active Beauty, Bio & Bio i Multiplus kartica. Multiplus je posebna kartica jer nju koristi više partnera i bodove „zarađene“ Kod jednog partnera kupci mogu iskoristiti za popuste kod drugih. Istraživanje je provedeno putem online upitnika. Cilj ankete je bio istražiti mišljenje studentske populacije o programima vjernosti. Većina ispitanika je upoznata s karticama vjernosti i redovito ih koristi zbog očekivanih popusta. Veći dio ispitanika smatra da kartice vjernosti ne utječu na njihove odluke o kupnji i njihovo ponašanje, ali su profitabilne za kompanije. |
Sažetak (engleski) | This paper encompasses various facets of loyalty programs and is aiming to determine its relationship to customer loyalty. The paper will try to answer the following questions: are loyalty programs profitable to implement, why some companies have loyalty programs that are effective and efficient, as well as increase profits, while other companies do not use those established models; why loyalty programs can negatively affect business operations, what are the advantages for customers of implementing loyalty programs, etc. Loyalty cards, as well as CRM (customers’ relations management) developed because the entire industry has transferred from product oriented marketing to customer oriented marketing The paper analyzes various formats of loyalty programs - from airlines which introduced loyalty programs, through newspaper discount coupons, loyalty cards such as DM Active Beauty, to mobile applications such as Starbucks Rewards program which offers discounts even to products bought outside Starbucks Coffee Shops. With development of loyalty programs, there has been an increase of fraud related activities. This paper touches upon fake discount coupons that circulates the US market, such as Walmart coupons. Fake coupons can be easily recognized through often unrealistic discounts, especially around the holiday season, and the aim of these frauds is personal data collection that is later abused.
There are 8 different ways to collect points in loyalty programs which this paper covers in detail. Some are based on points earned through spending, some are based on VIP membership clubs, where members pay a monthly fee in order to be offered discounts, gifts with purchase and other benefits. Although this paper shows that loyalty programs can be profitable if they are well implemented, there are reasons not to implement them as well.
CRM is customers’ relationship management system. Customer behavior data is collected through loyalty cards. By correctly analyzing data it is possible to find out important information – which products are bought in which periods, what amount is bought, who is buying what, and that information can be used to optimize business processes and supply chain, in order to maximize profits.
As competition increases, and customers become more and more demanding, companies are fighting to attract new customers. Value delivered to consumers has a very important role in that battle. Paper lists examples of loyalty cards in Croatian market such as BIPA, DM Active Beauty, Bio & Bio and Multiplus card. Multiplus is a special category, because this is a card that can be used with different retailers – points earned at one retailer are redeemable at the other.
This paper includes a research – an online questionnaire. Aim of this questionnaire is to find out what student population thinks about loyalty programs. Majority of respondents is familiar with loyalty cards and uses them regularly to earn points and get discounts. Majority of respondent believe that loyalty cards do not affect their purchasing decisions and behavior, but that they are profitable for companies. |