Enhancemet of the Loyalty Program at Sbermarket

Student: Zamanova Yuliya

Educational Programme: Marketing and Market Analytics (Bachelor)

Final Grade: 8

Year of Graduation: 2024

This work is dedicated to improving the loyalty program at SberMarket company. The study includes an analysis of the theoretical foundations of loyalty, loyalty programs, and their impact on the company's business and marketing metrics. Through a desk study of industry best practices and an analysis of the current SberMarket loyalty program, the specifics of the Russian e-grocery market were identified. Based on the empiric research results, recommendations were formulated for implementing specific initiatives to enhance the company's business and marketing performance, as well as to increase the share of loyalty program participants. The work represents an analysis of current trends in loyalty programs and offers practical recommendations for enhancing the loyalty program at SberMarket company.

Full text (added May 21, 2024)

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