A Study of Loyalty Programs on Customer Engagement for Bluestone Jewellery and Lifestyle Pvt Ltd. With Special Reference to the Shivranjani Store in Ahmedabad City

Abstract

The Shivranjani store of Bluestone in Ahmedabad is confronted with a dilemma: a diminishing level of consumer interaction and an apparently inadequate loyalty program. It's possible that competitors with more alluring offers and more obvious value propositions are attracting clients due to limited flexibility, rigid rewards, and ambiguous processes. By comprehending the causes of Bluestone's customer attrition, we may ascertain whether creative marketing initiatives or program modifications are required to keep current clients and draw in new ones. Utilizing a descriptive research design and surveys given to 105 local clients, the study explores program details, client demographics, and perception in general, by use statistical measures such as frequencies and percentages. Equipped with these discernments, we may customize suggestions for improving the program and advertising tactics to rekindle client involvement and position Bluestone as the top jewelry destination in Ahmedabad. According to the survey, Bluestone's reward program has increased customer involvement at the Shivranjani location. Young women make up the majority of customers, and most of them only sporadically buy gold. Local stores are in second place with a 39% market share, after BlueStone with 34%. Remarkably, 69% of GMS plan users do not know the specifics of their plan. But 74% are generally pleased and suggest the program, with GMS users being especially complimentary. According to comments, BluStone can improve GMS by resolving making charges and raising initial installment discounts, even though 46% of respondents aren't interested in any loyalty programs. The analysis suggests that there is room for more program improvement and market leadership.