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Case
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Reference no. 516-0199-1
Subject category: Marketing
Authors:
Surajit Ghosh Dastidar (Institute of Management Technology - Hyderabad)
Published in:
2016
Version:
9-Nov-2016
Revision date:
09-Nov-2016
Length:
14 pages
Data source:
Generalised experience

Abstract

In May, 2012 Abhijeet Chatterjee, Marketing Director of L-One Retail was asked by the senior management of the company to design a plan for the pilot launch of L-One smart card. L-One Retail wanted to convert its existing L-One membership card from the paper card to the smart card format. The launch plan should include recommendations on process changes, system requirements, training, the promotional campaign and its duration and the venue of the pilot launch. If the pilot launch was successful, L-One smart card would be launched across India in all of the L-One Retail stores. Abhijeet knew the importance of this project for L-One Retail. The entire success of the L-One smart card conversion relied on successful execution of this pilot launch. He was quite confident of taking L-One loyalty program to the next level of customer engagement. However, several questions ran across his mind. What happens if there was a system failure? What if the staff was not properly trained? Will the target market respond and meet his expectations?

Topics

Customer loyalty
Location:
Industry:
Size:
1000 million
Other setting(s):
2012

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