Déterminer le mécanisme de fidélisation le plus efficace pour la pharmacie en ligne Newpharma.

Abstract

Newpharma ranks tenth at the European level in the healthcare sector and is the leader in the Belgian and French markets. This sector is a growing market that attracts a lot of competition. Therefore, if the company wants to continue to generate an increase in revenue, they must optimize their strategy. Today, the relationship between a company and their customers is becoming increasingly important. Newpharma, which had abandoned this relationship, must take action to create a link with their customers to retain and satisfy them. The objective of this project-thesis is to determine the most effective loyalty mechanism for the company, while developing an approach to achieve it. Since the main objectives of the company are the satisfaction and the loyalty of their customers, considering the opinion of the latter was important for the realization and the success of this project. The market survey showed the desire of customers to see a loyalty program in place and highlighted their preferences in terms of characteristics. The recommended program at Newpharma also aims to meet the company's sub-objectives of increasing the frequency and shopping basket of customers, which would positively impact the growth of the company. The research and analysis conducted and presented in this work helped determine the most effective loyalty program for an online pharmacy and led to the final recommendation for the implementation of the project.