SuperClub - What is the Point?

O'Sullivan, Marie (1999) SuperClub - What is the Point? Undergraduate thesis, Dublin, National College of Ireland.

PDF (Bachelor of Arts)
Download (8MB) | Preview


This dissertation examines the card-based loyalty programme propositions which Irish retailers have adopted in an attempt to foster customer loyalty.
Particular reference was made to SuperClub.
The dissertation features a synopsis of the economic indicators prevailing in the industry, central to determining threats to domestic operators.
A combination of qualitative and quantitative methods were used to conduct research. The research objective was to examine customer and retailer perspectives in the Irish supermarket sector, with key emphasis on SuperClub. The case study style of research was used to gather evidence and instruments for primary research were semi-structured interview and postal survey.
Generally it was found that the cross-ownership of loyalty cards has had a significant impact on the success of SuperClub. As the first Irish supermarket to introduce this type of customer retention strategy, it enjoyed a certain amount of success.
However since rivals copied this strategy SuperClub has experienced a material drop in the number of active participants in the scheme. Recommendations are made which could help ensure future success.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Competition
H Social Sciences > HF Commerce > Customer Service
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions: School of Business > BA (Honours) in European Business and Languages
Depositing User: SINEAD CORCORAN
Date Deposited: 22 Jun 2010 11:40
Last Modified: 28 Apr 2012 10:50

Actions (login required)

View Item View Item