Rebel Benefits – et loyalitetskoncept

Louise Devantier

Studenteropgave: Semesterprojekt

Abstrakt

This project explores the possibilities for Street Food platform, Rebel Food, in creating a loyalty building and profitable loyalty program for its customers. To investigate this matter and thereby be able to develop and design a loyalty program for Rebel Food it was evident to have a methodical and theoretical framework. Theoretically I choose Pine & Gilmore to explore the experience economy and Bent Svanholmer to investigate how the loyalty concept functions. The theory chapter leads to the fact, that the consumer demands an experience along with his meal and other characteristics on how to design such an experience. Furthermore, it becomes evident that loyalty can be obtained through hard work of the company. The methodical framework contains both quantitative and qualitative methods and seeks to obtain knowledge about Rebel Food as an organization and their wishes and ambitions, as well as getting to know the customer visiting the street food market. This was done by interviewing Sigurd, who is one of the main responsible for Rebel Food, and doing a survey at one of the markets. Having a theoretical and methodical foundation the design and development of the concept Rebel Benefits began. The concept and process is described in the project and the product will be tested at the Rebel Food market in June and the physical production will be shown at the examination. The analysis explores how Rebel Benefits and Rebel Food works or could improve in comparison with the theoretical framework, as well as taking the data results from the survey in consideration. This is done to finally be able to determine whether strategic marketing with a focus on loyalty can influence the costumers to favour Rebel Food instead of the direct competitors i.e. Kødbyens Mad og Marked. Additionally, the purpose was to identify the advantages and disadvantages of such a concept as Rebel Benefits. On the back of the analysis the project discusses whether the loyalty concept is outdated and sums up that either way Rebel Benefits would be lucrative for Rebel Food and has a lot of possibilities for further development such as using the card as a mean of payment. It is concluded the Rebel Benefits would be beneficial for Rebel Food in order to obtain a more stable number of visitors at each market as well as making the brand Rebel Food more known and familiar to people.

UddannelserPerformance-design, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
SprogDansk
Udgivelsesdato30 maj 2016

Emneord

  • loyalitet
  • oplevelsesøkonomi