The key success factors of loyalty programs in the cosmetic market in Thailand.

Abstract

The title of this thematic paper is “The key success factors of loyalty programs in the cosmetic market in Thailand”. The purpose of this paper is to find out what are the key success factors not to miss to set up a loyalty program in the cosmetic industry in Thailand. This thematic paper is an assignment to graduate an international master in marketing and management at the College of Mahidol University. Key words of this thematic paper: Loyalty program, cosmetic, Thailand, key success factors. The research methodology that has been applied in this paper is a survey with 20 questions. Fifty usable responses has been collected and analyzed with specific software: SPSS. The analysis of the results of the researches conducted show that the key success factors for loyalty programs in the cosmetic market in Thailand are the following: The enrollment: it has to be quick, easy and possible through different methods (online, in shop…) The online presence: a loyalty program has to have its own website and application and to use the social networks to communicate The compatibility: a loyalty program has to be compatible with many different non-competitors shops; these shops can be from different industries The type of reward: the type of reward is one of the most important components of a loyalty program. Targeted discounts, additional discounts and social rewards are the most effective rewards.