Customer loyalty programs in the Land mark group

1. CUSTOMER RELATIONSHIP MANAGEMENT
Service marketing assignment
Customer Loyalty Programs
Landmark Group
Founded in 1973 in Bahrain, the Landmark Group has successfully grown into one of the largest and most successful
retail organizations in the Middle East and India. An international, diversified retail and hospitality conglomerate that
encourages entrepreneurship to consistently deliver exceptional value, the Group operates over 1600 outlets encompassing
over 22 million square feet across the GCC, India, Egypt, Turkey, Jordan, Lebanon, Yemen, Sudan, Kenya, Libya,
Nigeria, Tanzania, Pakistan and Iraq. The Group employs over 45,000 people.
Brands
Lifestyle International (P) Ltd, part of the prestigious Dubai based Landmark Group, started its operations in
India with the launch of the first Lifestyle store in Chennai in 1999. In little over a decade’s time, Lifestyle has
established itself amongst the leading retail companies in India.
Positioned as a youthful, stylish and a vibrant brand, Lifestyle Departmental stores offer its customers not just the
ease of shopping but also an enjoyable shopping experience. Each Lifestyle store brings together five concepts
under one roof – Apparel, Footwear, Children’s Wear & Toys, Furniture & Home Furnishings, Beauty & Fashion
Accessories - offering a convenience of a one-stop shop and a wide choice of national & international brands.

2. Headquartered in Dubai, Splash is Middle East’s largest fashion retailer and part of the Landmark Group, one
of the biggest retail conglomerates in the Middle East and India. Founded in 1993 as a single brand store in
Sharjah, in the UAE, Splash has grown to over 200 stores and 50 brand stores across 13 countries in the Middle
East, India, Pakistan, Tanzania and Libya
Max was introduced in India with its 1st store in Indore in 2006 offering apparel, footwear & accessories for the
entire family; for women, men, children including a fashionable range for infants. With a great range of western &
ethnic wear for the young shopper, it makes a perfect shopping destination for people for all age groups.
In the year 2005, Lifestyle launched its first specialized, stand alone home improvement store – ‘Home Centre’ by
Lifestyle. Home Centre is a one stop destination for furniture, home décor and soft furnishing that truly
represents style, comfort and individuality. The stores use unique ‘concept’ rooms as they display model, to give
consumers a practical idea of how each piece of furniture would look in a particular room.
Auchan is one of the world’s largest hypermarket chains with 616 hypermarkets in 12 countries in Central and
Northern Europe, Russia, and China. Auchan is now in India with 13 hypermarkets operating under a franchise
agreement with Max Hypermarket India Pvt. Ltd of the Landmark Group

3. Citymax India is the Hospitality division of the Landmark Group, one of the largest & most respected retailers in
India and the Middle East. Citymax operates in business verticals of Casual Dine in restaurants (Polynation),
International Coffee house (Gloria Jean's Coffees) and Family Fun & Entertainment Centers (Fun City) across
India.
LOYALTY PROGRAM
Loyalty program of land mark group is called inner circle card
A single card wherein you earn points on purchase in all the stores of the Landmark group
There are 3 Tiers in the Inner Circle Program. Refer to the below mentioned table for criteria for attaining the
respective tiers.
*Tier
Spends(Rs.)
Silver
Spends between 1/- to 14999/-
Gold
Spends between 15000/- to 64999/-
Platinum
Spends above 65000/-
The above spends are for a period of 12 months and from the month of tier attainment.
The customers are given the membership depending upon the amount they spend in the outlets of the inner
circle – The gross total of the amount which does not include any discounts or festival offers

4. The reward system depending upon the membership
Redemption of points
The member should have accumulated a minimum of 166 points for redemption. On accumulation of 166
points, the member can visit our stores and redeem the points. The unit value of a point is Rs. 0.60. A valid photo
identity along with the TIC card is mandatory.
Points can be redeemed across any of the Landmark Group outlets at Lifestyle, Home Centre, Max, Bossini,
Auchan, Splash, Gloria Jean’s Coffees & Polynation in India. At Lifestyle, Homecentre & Max stores points can
be redeemed real time at the cash counter. Gift Vouchers are issued in multiples of Rs.100 at other Landmark
Group outlets.
Tie ups – co branding
The group has a tie up with standard chartered bank wherein a credit card is issued – with combined features of
the loyalty card
The consumer can earn up to 9X reward points for shopping at Lifestyle and will also be rewarded for spends
outside the Landmark group

5. .
EXTRA BENEFITS
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2500 reward points free on enrolling
9 times more points
Tie up with HDFC
Customers who spend an amount of above 5000 rupees and pay it through HDFC Credit card are eligible for an
additional 200 rupees discount on the purchase amount
Apart from the loyalty card program the group runs special offers during the festival seasons and other end of
season’s sales to attract customers
Suggestions
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The reward system is good but then the redemption schemes are not that attractive. The company should
try the concept used by Allen solly – another clothing brand wherein the customers who enroll for the My
Solly loyalty card are awarded extra points in their account every festival
For example they add 100 points to the account – wherein these points can be redeemed for 1000 rupees
discount in selected merchandise