Kudler Fine Food’s Frequent Shopper Program
Kudler Fine Foods is a specialty food store which specializes in local upscale products. The founder, Kathy Kudler, opened the very first Kudler Fine Foods shop in the San Diego metropolitan area back in 1998. Due to the overwhelmingly positive response by the public, Karen has since opened two additional locations in Del Mar and Encinitas, with additional locations in Carlsbad and San Francisco under consideration. In the interest of growing the customer base and increasing consumer loyalty, the Kudler Fine Foods’ sales and marketing departments have developed a strategic sales and marketing plan for the upcoming fiscal year. This plan includes a Frequent Shopper points program to leverage the customer loyalty and give individual customers special offers that will be customizable to his or her individual shopping habits and buying patterns. Strategic sales and marketing objectives, social network marketing, and word of mouth endorsements, the marketing efforts of Kudler Fine Foods will help to increase the customer base by luring new customers into the stores.
In order to be able to determine the success or failure of the Frequent Shopper Program project, predetermined and measurable metrics will need to be defined. There are numerous factors that that will assist in making these determinations; such as the IT time, resources, and budget, as well as the desired increase in revenue and customer loyalty. The budget will also be a determining factor in what type of technology can be utilized to fulfill the project’s requirements. While many projects allow for some scope creep and a flexible budget, Kudler Fine Foods is not a large business and therefore cannot absorb the expense of coming in over budget as easily as a large corporation. This fact makes wise planning and budgeting one of the more important factors that will determine this project’s success.
In addition to budgeting, customer loyalty is...
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