Plan de fidelización Distribuidora Grupo Éxito

Abstract

Currently, brands that survive in a globalized market, saturated with services and products, are characterized by their ability to understand and interpret customer behavior, whose purpose is not a sales margin, but a cooperation strategy developed through an identification link between the brand and the customer, understood as the main asset for the evolution and positioning of the brand. This improvement plan is focused on the B2B direction of the company Grupo Éxito, specifically the distribution brand which is in the process of being built, which aims to potentiate the company's participation in the TAT channel through leveraged digital sales in a mobile application. According to the theoretical development of research and the knowledge acquired in the process of professional training, a loyalty plan called Distrigo circle was designed, with the aim of transmitting to the customer a brand identity with which they identify, thus generating a value proposal and a competitive advantage for the brand. In the context of designing benefits for the loyalty proposal, negotiations were developed with brands such as Móvil Éxito, Cine Colombia and Puntos Colombia, a customer loyalty program, in cooperation with Grupo Éxito and Bancolombia, the brand selected to generate an alliance that allows us to transmit differential experiences to the professional client of Distribuidora.