Herramientas - Project
- 1. Herramientas de Colaboración Digital IN WHAT WAY IT WOULD AFFECT THE IMPLEMENTATION OF LOYALTY CARDS AS A FORM OF LOYALTY IN THE CUSTOMER NETWORK OF BROADNET S.A.? María José Jurado Mantilla -
- 2. Broadnet S.A. is the first independent network service in Ecuador dedicated in the development and marketing of digital products and transaction processing. It works since 2005 and are recognized as pioneers and leaders in the marketing of mobile payment services. The huge demand of mobile services has raised the number of competitors in the market, and in order to help Broadnet S.A. to stay in the head, it is proposed to stablish a loyalty system that allows customers obtain an added value each time they buy in any of the network members that work with Broadnet S.A., that’s why the next question is made In what way would affect the implementation of loyalty cards as a form of loyalty in the customer network of Broadnet S.A.?
- 3. Involves the conceptual parameters that are detailed below: · Loyalty: Allows the business to identify the most frequent customers and · Loyalty objectives: raise the incomes from Share of wallet and marketing them, through long-term added relacional value · Loyalty cards: Are a system of the loyalty · Cost-Benefits analysis: business model and it helps to Used technique for deciding know the frequency customers whether to make a change uses the products
- 4. In order to take a decision of using loyalty cards, we should analyze different factors based on the SWOT of loyalty cards’ use : Strengths Weaknesses Opportunities Threats • Is a very common • People do not often • Help not to • Competition can system, easily to use the loyalty cards decrease the easily realize the handle with it by and or do not, customers’ base of strategy used, so the enterprise and sometimes the the businesses. they would apply it the customers, does discounts are done Customers can form also. People not have a high cost anyway but because part of a publicity sometimes and help to make of the people which method by manipulate them decisions because it do not use the commenting others obtaining the helps to know about cards, the expense about the business maximum of the behavior of of the discounts are they are loyal at and benefits at the customers with the not always covered. customers also lower of frequency. business. Other case is that spend more in the people feel their products the brand privacy is disturbed offer. so they do not trust in the program.
- 5. Benefits • Help to know the behavior of the customers can help to make decisions where implementing new methods or paying more attention of the movement of customers. • · The lack of image BROADNET S.A. projects to the general public can increase during the use of the program. • · People after recognizing the benefits BROADNET S.A. provides can tell others about the brand and convince them to buy the services that it offers. Limitations • Not very trustable for people byhe service offered and the provider because not everybody knows about the brand name BROADNET S.A. or PONLE+ • · At the moment when the competitors notice the new activity, they will be tempted to use it too, so the publicity that customers would do, would be ineffective.
- 6. BROADNET S.A. COMPARATIVE ANALYSIS Before implementing “Loyalty Cards” During 3 months Possible customers 8.000 Points of sale; with 4.500 Customers, with sales of $1.111 each one. Incomes $5’000.000,00 (Monthly) Profits 8% Acquisition costs $4’600.000,00 (Monthly) After implementing “Loyalty Cards” During 3 months Possible customers 8.400 Points of sale, with 4.800 Customers, with sales of $1.500 each one. Incomes $7’200.000,00 Profits 10% Acquisition costs $6’480.000,00
- 7. INVERSIÓN PARA IMPLEMENTACIÓN DE SISTEMA DE FIDELIZACIÓN DETALLE DE ITEM VALOR Hardware $ 6,400.00 Desarrollo de Sistema de control $ 4,000.00 Capacitación a fuerza de Ventas $ 800.00 Material para emisión de tarjetas $ 1,800.00 Publicidad en medios e impresa $ 9,000.00 TOTAL INVERSIÓN $ 22,000.00
- 8. Broadnet S.A. have a strong base in Ecuador, supported by a solid foreign base, represented by its subsidiary Denarii, so the costs of the investments are really cheap in comparison to the implementation realized with the other enterprise with the same target . The investment that will be realized with this loyalty system represents a 3% of the monthly profit margin, is justified with the increase of inputs. It is estimated that in six months the objectives proposed will be accomplished in the projections done in Table N°1