Kudler Fine Foods Marketing Strategy

Kudler Fine Foods Frequent Shopper Program
Week 2 Assignment Chiquella Rice
BSA/375
Bob Nugen
June 25, 2007

Kudler Fine Foods Frequent Shopper Program

Kudler Fine Foods is looking to implement a new marketing plan. The company is hoping to draw more customers to its stores, in addition to retaining the old customers. They want a system put in place that can keep track of customer purchases, and award points to customers to use on other products based upon this. After doing more research on other retailers, we noticed, “Nearly 75 percent of shoppers in the U.S. now belong to at least on loyalty program” (Stepanek, Young, 2003). The current stakeholders involved are the customers, employees of Kudler, management, technology department,
The customers play the most important role in the program, because they are the people who we will have to sell this idea and profit. Management must prep all employees to be able to answer questions and assist customers with any needs regarding the program. Outside vendors will also play a vital part in the program as well, since Kudler must rely on them to provide the gifts to customers based on contracts signed. Finally, we have the technology department who has to come up with a plan and build the product to the satisfaction of management and the customers. The goal of the project is to give the high-end shoppers at Kudler an incentive to frequent our store, which will increase our profits. In addition, the goal is to reward customers for their continued patronage. To get the ball rolling we have to implement the Information system development phases, which include Project-planning phase, Analysis phase, Design
The customers will be issued a card with a specific identification number when they sign up for it online or in store. When the customer makes a purchase the cashier will ask for their “Smart Shopper” Card and it will be scanned. The points will be rewarded based on the amount spent in the transaction. The UPC scan # from the item will be stored in the system and used to track purchases for each customer. This will provide incentives to the customers for their loyalty while assisting Kudler get a better perspective on what the customers want. After six months of using the program we will send out questionnaires and also offer the questionnaires online to our “Smart Shopper” cards holders to determine if the program if the program is a success, failure, what needs to be worked on, what we are excelling at, if the prizes are satisfactory or not. Based upon the questionnaires Kudler will get a better view on how each customer truly feel about what we have