Tiered Loyalty Program Assignment

CRM and Targeted Marketing
GROUP – Tiered Loyalty Program – 6%

Your company intends to launch a new Tiered Loyalty Program. As the Corporate Marketing team, it is your responsibility to design the Tiered Loyalty program and provide incentives that will improve your Customers’ satisfaction and long-term engagement with your company.
Remember that with a Tiered Loyalty Program, each rank – or tier – is defined by a set variety of rewards, services or benefits, which increases in value as customers progress.

Part A: Describe Your Loyalty Program (minimum 1 page):
1. What factor(s) will you use to build tiers within your Loyalty program? (ex/ Recency, Frequency or Monetary factors; length of time as a member)

2. Based on your description of your Primary Target Customer, describe the incentives that you believe will improve your Customers’ relationship with your company.

3. Create a chart that clearly shows the requirements of belonging to a certain tier as well as the progression of benefits Customers will see as they move from one tier to the next.

M.A.C. Example:

4. Clearly define the Customer information will you need to capture and send to your Marketing database to support your Loyalty Program (all required fields of information).
Part B: Build Your Database and Tier Customers
1. In EXCEL, using the fields of information defined above (Part A -3), build a sample Customer database.
• Example: Remember, if you have built a Tiered Loyalty Program based on Frequency, your database must capture how many times the Customers have purchased from your company.

2. Your sample database must include full, realistic information on at least 50 Customers. Do not copy the database information provided in the M.A.C. example.

3. Print off the EXCEL Customer database spreadsheet, ensuring clear headings are provided.

4. Using Vlookup, segment the Customers on your database into the tiered program you have developed. Ensure you are segmenting using a Range (‘TRUE’), not an exact match (‘FALSE’).

5. Required elements to submit for Part B:
a. Random Customer Database
b. Display for the EXCEL vlookup formulas used.
c. LookUp Table
d. Tiered Customer Database

Using vlookups in EXCEL – Resources:
https://edu.gcfglobal.org/en/search/?q=vlookup
https://www.linkedin.com/learning/search?keywords=vlookup

Example provided on black board: MAC Cosmetics: Do Not Copy:
– Power point : ‘Using VLookup to create a Tiered Loyalty program’
– EXCEL sheets used in MAC example: ‘Tiered Loyalty Program’ (note: 4 sheets)

Assignment Presentation Requirements:
• All reports must include a title page including:
o Company Name, the name and section of this course, title of the assignment, Instructor’s name, Name(s) and student number(s) of each group member, Due date.

• This assignment requires students to analyze an actual company operating in Canada. At no time should a student copy corporate material without proper citations.

• All reports must include a bibliography, listing all sources of information and images used. A report handed in without a bibliography will not be marked.

• All submissions must include a completed Team Score Sheet.
• One submission per Group.
• All reports must be submitted in soft copy through Blackboard. Assignments must be submitted by midnight of the due date provided.