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Word Count: 883
1Consider the research findings and make recommendations about a future strategy for Starcard Your recommendations should suggest potential areas for development and consolidation Starcard the smart card being used by the Chelmsford Star Co-operative society is one of its initiatives to improve its customer loyalty But Starcard is not being used to its full potential to justify the investments made in it The 500 club members have some knowledge about its potential and the introduction of the card has helped in increasing spending at the store therefore reinforcing the brand loyalty in customers But in the lower categories this was not seen All the people had joined the bandwagon because of the dividend scheme Recommendations Reduce the number of initial investment categories oMaximum of four categories should be present because in six categories there is no significant difference in the number of points or dividend earned except in the 500 pounds categories o The number of points and the dividend earned for the card with 1 investment should be reduced so that people are enticed to purchase the smart cards with higher investments oThe food center should earn the minimum points in the 1 investment card and there should be a sharp hike in the number of points that a person is enticed to take the next higher level Modified Reward and Investment Structure Investment levels150200500 Food Center 153060100 Department Store103050100 Motor Services 103050100 Travel 351015 Funeral Services 35710 Educate the users on the various applications of the smart cards oAll the users are right now being attracted towards the system because of the dividend and discount policy Therefore steps should be taken to educate the users about the system This can be done through Customer relationship representatives explaining the users about the utilities of smart cards Displays featuring pictorial
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