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8/13/2019 Alshaya Project_submission Details V1 0
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1.First SubmissionDeadline31
stOctober 2013
FormatPowerPoint Presentation
Deliverables
1.1. Secondary ResearchThe first phase of the project will require you to provide a general understanding of what drives
customer engagement and how lifestyle brands develop customer relations along with the scope of
CRM in the next decade. What are the innovative drivers that brands are using to evolve fans as they
align themselves to their brands.
Special emphasis needs to be put on the digital media space. Could social and digital websites like
Facebook be the future hub for CRM initiatives?
Extra merit will be given on following research initiatives
Research is relevant to the current market that Alshaya operates in Research on classical loyalty schemes (e.g Nectar, Apple, IHG, Emirates). Their key success
factors and (their) ways to adapt to the changing environment
Research on relevant loyalty schemes (lifestyle brands) and their potential impact on Alshaya1.2. Primary Research
The first phase of should contain your research methodology, including
1.2.1.Proposed Method of Enquiry* (chat room surveys, one on one interviews, observationsetc)
1.2.2.Initial Hypothesis on what attracts customers to join a Loyalty Programmefor exampleBrand EquityLoyalty points and benefitsAssociation to brand and social impact (digital members clubs, brand )Any other
1.2.3.Data Collection techniques (sample questionnaire, observation checklist etc)1.2.4.Initial recommendations from Secondary Research (can be relooked at during phase 2)
*The research methods need not be exhaustive i.e new techniques may be added for your final
submission
8/13/2019 Alshaya Project_submission Details V1 0
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