Reference no: EM132398190

Your Loyalty Program is Betraying you

You graduated from IESEG and finished all your classes , particularly the one of CRM where you revisited the importance and the challenges of running CRM programs.

You are super excited because you landed a job in DECATHLON which gives you 230 euros a year of free products and the right of having the products delivered to your desk. You found it awesome.

After the week long induction and introductions about company policies you finally get to sit-down and meet with your new boss Ms. Erin Brockovich.

"Finally, someone from a good school inside Decathlon. We have so many great ideas waiting for smart and driven people to lead. I am happy you are there!

We will launch a loyalty program in the next year and I need you to think about how
Decathlon could benefit from this type of program.
We issue Decathlon cards to 20% of our customer base, but frankly speaking we do nothing with it!
I want someone to challenge the status quo and provide ideas that are really worthy be implemented."

I will go on a business trip and let's plan to talk next week with your thoughts! I am counting on you!

Her shining beautiful Julia Roberts smile contrasted sharply with your yellow and flat very concerned face. Didn't she read in my CV that I never implemented a loyalty campaign?

As you flipped through the documents you could find, emails and information, you started thinking about what you have discovered through your interviews:

- Decathlon is a French based international company, one of the leaders in retailing affordable sporting goods and leisure products.
- As massive marketing company, the online activities and digital have been mostly used to advertise products sold on discount, special prices and etc.
- They are highly tech, good and solid systems, but mostly focused on selling products, not on personalizing o customizing offer to consumers.
- They have good database tools, good Customer service CRM and use Hubspot to track visitors to their website that arrive from digital marketing activities like PR, SEO, social media ads and etc.

As you walked endlessly through the corridors looking for a nearby coffee machine, you started wondering if you should have accepted a job in company that have coffee nearby or if you could change your office location. Otherwise you don't see how this could work.

But then, a light stroke you. You suddenly remembered reading the text:

Your Loyalty Program is Betraying you by Joseph C Nunes and Xavier Drèze

You quickly looked into your class notes, you checked the presentations and you printed the article. In this very moment you had an idea: You will use a step by step hints from the text to think on ideas and to justify them to your boss. You would organize them in a nicely written email and send to her next Tuesday, when she returns in the office.

YOUR MISSION

• write this email according to what is explained above ( as attachement document)
• Send it to Ms. Brockovich in the following address before Sep 17th midnight