How can a production company on sanitaryware market create an efficient loyalty programme for sales staff of retail shops on the territory of Russia?
Vishnyakova, Elena (2017)
Vishnyakova, Elena
Saimaan ammattikorkeakoulu
2017
Creative Commons Attribution-ShareAlike 3.0 Unported
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017082514550
https://urn.fi/URN:NBN:fi:amk-2017082514550
Tiivistelmä
The main aim of this Master’s Thesis is contributing into development of a marketing tool, which will help a producer of sanitaryware increase level of loyalty to a brand, influencing representatives of retail channel. The objectives of work included definition of core of motivation for sales teams in retail shops and possible schemes of reward systems for staff in retail shops; finding information about principles of work of loyalty programme and principles of reward; identifying main possible goals and results of creation of loyalty programme. Empirical purpose of this study is to create a set of recommendation for producers on sanitaryware market in Russia for making a guideline for implementation of loyalty programme for sales teams in retail shops.
In my study theoretical background study and case study were used, which allowed to examine market in real time conditions. Research of theory background in three directions: relationship management and loyalty programmes for customers, reward system within the company and reward and motivation principals of channel partners, - helped form propositions, which were tested in empirical part. Observation of the market of sanitaryware in Russia and estimation of strategies of motivation of staff in retail points, currently implemented by case companies VitrA and Roca, were held for data collection within the case study. Semi-structured interview with representatives of dealers of case company VitrA and representatives of retail shops was executed. Empirical evidences were collected from 48 interviews. Questions and topic categories were formed basing on propositions came from theoretical backgrounds. Analysing of data was held with a help of category analyses and testing of propositions.
Results of this Master’s Thesis are given in form of set of recommendations to sanitaryware producer for creation a guideline, in order to develop and implement a loyalty programme for retail shops. Main findings from empirical part proved propositions, formed in theoretical part, including statements that the main aim of every loyalty programme is creation commitment to a brand with retention customers. Another findings showed that creation of efficient database is an important aim of loyalty system implementation, and successful motivation for retail shop representative is based on financial type of reward and stating clear targets and terms. All recommendations were given to Eczacibasi Building Materials LLC with belonging rights for these data to the same company.
In my study theoretical background study and case study were used, which allowed to examine market in real time conditions. Research of theory background in three directions: relationship management and loyalty programmes for customers, reward system within the company and reward and motivation principals of channel partners, - helped form propositions, which were tested in empirical part. Observation of the market of sanitaryware in Russia and estimation of strategies of motivation of staff in retail points, currently implemented by case companies VitrA and Roca, were held for data collection within the case study. Semi-structured interview with representatives of dealers of case company VitrA and representatives of retail shops was executed. Empirical evidences were collected from 48 interviews. Questions and topic categories were formed basing on propositions came from theoretical backgrounds. Analysing of data was held with a help of category analyses and testing of propositions.
Results of this Master’s Thesis are given in form of set of recommendations to sanitaryware producer for creation a guideline, in order to develop and implement a loyalty programme for retail shops. Main findings from empirical part proved propositions, formed in theoretical part, including statements that the main aim of every loyalty programme is creation commitment to a brand with retention customers. Another findings showed that creation of efficient database is an important aim of loyalty system implementation, and successful motivation for retail shop representative is based on financial type of reward and stating clear targets and terms. All recommendations were given to Eczacibasi Building Materials LLC with belonging rights for these data to the same company.