1. Ten Thousand Villages
Customer Loyalty Program

2. Executive Summary
Customer loyalty program will greatly benefit
Ten Thousand Villages
Builds long-term customer relationships
Increase company and fair trade awareness
Increase revenue for continued support of artisans
Remain competitive

3. Research Methods
GOAL: assess effectiveness of a customer loyalty program
Primary Research
Customer and Neighborhood Survey
Focus Group
Company Interview
Secondary Research
Marketing articles and journals
Customer loyalty programs

4. Results and Conclusions
How likely are you to shop at Ten
Thousand Villages with a Customer
Great customer approval
Loyalty Program?
of customer loyalty
program
More Likely
Area for Development:
Less Likey
Fair trade product
The Same
89% awareness

5. Goals and Rationale
Rationale: reward customer loyalty, increase revenue to
support fair trade initiative , raise awareness
Short-term Goals
15% increase in monthly sales from 2011 sales record
10% increase in monthly number of total transactions
Long-term Goals
10% Increase in 2012 total sales from 2011 sales record
Greater company and fair trade awareness
Develop long-term customer relationship

6. Proposed Strategies
Customer Loyalty Points Card
Customer Appreciation Sales Events
Product Development
Product Samples/Premiums
Volunteer Training
Community Outreach/Festival Sales
Social Media Promotion

7. Customer Loyalty Card
Points-based customer loyalty card
Dollar spent-to-point ratio
Doubles as gift card
Rewards loyal customers and
encourages new purchases
Drives food product sales

8. Sale Events
Customer Appreciation
Sales Events that reward
loyal customers
Other sales events that
attract new customers
Held Feb. – Aug.
Drive slow sales seasons

9. Product Development
More visible fair trade certification logo and
product information about artisan and product
production and source
Package redesign, informational notes, etc.

10. Product Samples/Premiums
In-store Product Samples
Market for our new food
product line
Product Premiums
Promotion/publicity of
premiums
Added benefits to shop at our
stores

11. Volunteer Training
Storefront volunteers are
integral to our organization
Poor customer service cited 74%
as reason for customer
dissatisfaction
Provide volunteer screening
and store sales and product
knowledge

12. Community Outreach
Festival Sales
Continues to support artisans while
introducing community to fair trade
Festival sale advertising
Community Events
Special events
Collaboration with organizations
that our conscientious customers
support

13. Social Media Promotion
Target market more connected online
97% of current customers regularly check social media
90% interested in receiving Ten Thousand Villages
updates
Reach greater demographic
Non-traditional form of marketing

14. Budget
Grand Total: $1389.90
Direct Cost Total: $282.50 (from product
premiums costs)
Estimated Return on Investment: 233% over 3
months

15. Metrics for Measurement
In-store POS Sales System Tracking
Monthly customer surveys to assess satisfaction
and effectiveness
Volunteer surveys and employee evaluations
Sales record comparisons

16. Summary
Customer loyalty program will help
strengthen our philosophy of helping to
build a sustainable future by practicing
socially responsible trade. Through
this, we can continue and expand our
support of our artisans to ensure that
they receive respect, dignity and hope
from working hard and earning fair
value for their work.

17. Thank you.