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Sr-Kf-013

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SR-kf-013
Robert Held
BSA/310
May 7th, 2012
Jack Davis

SR-kf-013
Introduction

Based in the San Diego metropolitan area, Kudler Fine Foods (KFF) has three stores that deal exclusively with specialty foods. Kathy Kudler, owner and chief executive of the company, is exploring new options to expand the business. In order to do so, KFF needs to design and incorporate new sales and marketing techniques. Although only three stores strong, Kathy feels that some type of rewards program will boost business and aid the company in discovering what the customers need by tracking purchases and buying habits. The true objective of KFF is to expand and dominate the entire west coast and Kathy knows this cannot be accomplished without first becoming more “customer aware” and achieving a level of operational excellence that exceeds what is presently engaged. The management team understands that this is an attainable goal that can be overtaken by ensuring product quality, benevolent pricing, and customer satisfaction.
The Frequent Shopper Program
The main objective of the Frequent Shopper Program (FSP) is to track customer transactions and purchasing habits. With this information, KFF can then offer clients certain incentives based on loyalty points accumulated by purchases. It is Kathy’s desire that these collective points be applicable to many different types of rewards such as airline upgrades, high-end gifts and free specialty foods of their choice. The information obtained by tracking customer purchases and observing consumer trends will allow KFF to amass a comprehensive database making sales and marketing predictions more accurate. The new software associated with the FSP should have the ability to track trends by customer number, location, product, or amount. With that database, charts and graphs can be easily configured to aid in business projections.
Program

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