Researcher: Lin Fu
Involvement: Research advisor (chair: Prof. Dr. Jan Schoormans)
Research conducted in collaboration with IceMobile (Amsterdam, the Netherlands)
Publication:

• Fu. L. (2015). Redesign of Bright Stamps for Chinese Market. Delft: Delft University of Technology.

The project was conducted in collaboration with IceMobile to investigate opportunities of using a digital stamp-based loyalty program in China. The stamp-based loyalty program is one of the basic and mostly used loyalty program types in Europe. With the popularity of smartphones, digital stamp program has become a new trend in loyalty marketing industry. The research focuses on the characteristics of Chinese consumers’ shopping behavior and shopping experience in supermarkets, and the determinants of a loyalty relationship between customers and retailers. A model of building loyalty relationship between a Chinese consumer and a retailer was proposed, based on which an app “easy sharing and early bird discount” was developed. The app intends to stimulate a sense of belongingness and engagement by making the experience social and vibrant. The app enables customers to share digital stamps through QR code scanning and offers a dynamic discount for customers by which they can redeem earlier with fewer stamps in limited time periods.