Data Analysis of the "Loyalty Program-Valeo Specialist Club" to Improve the Independent Aftermarket: Designing an Efficient Marketing Strategy
- Nowadays, a loyalty program is one of the most significant marketing tools for winning genuine customer loyalty. Valeo, a global automotive supplier, also offers the Valeo Specialist Club loyalty program and rewards garage or workshop members who only purchase Valeo spare parts. The core intent of this study is to understand the importance of the Valeo loyalty application, members’ insights, and their experiences for improving the future planning, aftermarket performance, and management of the Value Specialist Club. In today’s competitive market, products, services, and customer loyalty are valuable assets, so the program was created to enhance member satisfaction and loyalty with the Value Specialist Club. A mixed-method approach was used to answer the study question and findings, improve member satisfaction, and refine marketing strategies, using a survey as primary data and Qlik Sense as secondary data. Besides, using a survey methodology, the study collected 79 responses from different countries (the United Kingdom, Germany, Belgium, and the Netherlands) and analyzed the data with only 58 Specialist Club member's responses. A reliability examination was additionally accomplished to measure the accuracy of the collected survey data. Qlik Sense, Microsoft 365, and Excel 2016 were used for data analysis and visualization, which involved descriptive analysis, correlation coefficients, and text sentiment analysis. The study results show positive trends in member satisfaction across four markets, but a decreasing engagement rate is noticeable. In general, members from all countries were satisfied with Valeo products and services, contrasting with moderate dissatisfaction with the Valeo Specialist Club app and customer service. The study also found a strong correlation between the Valeo Specialist Club app, loyalty service, and customer service, suggesting improvements to meet member expectations and preferences. Nevertheless, the study also emphasizes the need to enhance the Valeo Specialist Club registration process, loyalty program features, and benefits to align with current trends, foster increased member satisfaction, and sustain loyalty within the independent aftermarket. Furthermore, the conclusions of this study will aid in developing upcoming marketing plans.