Service Request SR-kf-013
Sally Lowe
BSA 310
January 20, 2014
Ruppel, Ed
University of PhoenixService Request SR-kf-013
Introduction
Kudler Fine Foods is in the process of delivering a new frequent shopper program. Details of this program are described in the Service Request SR-kf-013 and on the Sales and Marketing page of the Kudler Fine Foods intranet website. With this essay describing the potential legal, ethics, in information security concerns related to the development of the Kudler Fine Foods Frequent Shopper Program.
Sales and Marketing
According to Kudler Fine Foods, (2013) has experienced significant growth and is now focused on expanding the services, improving the efficiency of its operations and increasing the consumer purchase cycle as a means to increasing the loyalty and profitability of its consumers.
1. Strategic Objective: Increase Loyalty and Profitability of Consumers
* Expanding Services (Revenue Increase) – Kudler is offering parties in the store to show customers how to prepare specialty foods. The draw for the consumers is to be trained by world-renowned chefs, local celebrities, other food experts, and even Kathy Kudler herself, and to be invited to exclusive, upscale events.
* Frequent Shopper Program (Revenue Increase) – Kudler’s new initiative is tracking purchase behavior at the individual customer level and providing high value incentives through a partnership with a loyalty points program. The customer purchase behavior patterns will help Kudler refine its processes and offerings to best satisfy their valued customers. Price is not the primary differentiating factor for Kudler consumers; these consumers are focused on quality and finding specialized items. Therefore, rather than providing everyday discounts to the customers for their purchase frequency like lower end markets, Kudler has partnered with a loyalty points program to provide customers with points which can be redeemed for high end gift…