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
