The research, Making the Connection: Rethinking the role of loyalty management, conducted by KPMG in Australia on behalf of the Coca-Cola Research Council, looks at how retailers across Asia should evolve the way they manage and leverage customer loyalty through three key recommendations:
1. Build a broad cross-functional understanding that loyalty management is the tool to adapt the retail offer by continually engaging, evaluating and adapting the offer to target customers.
2. Tailor and enhance the loyalty management function by focusing on the most relevant capabilities within the retail operation.
3. Plan implementation strategy through a series of small stepsmoving from a company-specific starting point to a desired end-state.
Based on 6 months of research including over 50 in-depth executive and management interviews across 27 retailers Making the Connection presents step-by-step solutions for consumer companies who wish to improve their loyalty management programs.
To view complete report click here (PDF 14.2 MB)