Solutions Evaluation Sheet

Interview Results Consumers

Questions for consumers:

1. How many times do you go shopping/buying a month?
2. What is the main way of paying do you use?
3. Do you use any loyalty card?
4. If yes, how many cards do you handle?
5. What works well and what doesn’t of the current buying process?
6. Have you had any problem before when buying with a loyalty card?
7. Do you ofen benefit from promotions or a system reward?
8. If you could improve something about this service, what would it be?
9. Is it easy for you to adapt to technological changes? Why?
10. What are your main concerns about your privacy? Do you think it is well used by companies?

Jordi Interview Results:

1- Interview Results:

Profile: 

Age: 21
Sex: Male
Has a legacy card in La Caixa ( Carnet Jove), McDonalds Card, Decathlon Card, Fnac Card, FCB car.....

Summary: 

The interviewee thinks it is a good idea to create this system, he has a lot of cards and he usually doesn´t remember the discounts and the offers

He thinks that the rewards would encourage people to use our system.

He encounters problems in the fact that if the card gets stolen, he can loose all his information.

On the other hand, it is practical to don't loose a card and have all the information recolected.

More practical and fast to buy in different shops.

Compatible with smart cities global ideal in the future.



2- Interview Results:

Profile: 

Age: 72
Sex: Female

Has a Consum, Caprabo, Dia, El corte Ingles Card, Dior Card, Zara Card 

Summary: 

First of all, she usually doesn't use most of the promotion offered.

Reticent of changing, as she is already used to the system and doesnt understand the need to change. She tends to pay always with cash.

In the case of changement  she wouldn't be able to adapt to the new system and would need a lot of help in order to pay with the new card and understand the promotions.

Nevertheless, she finds interesting the option to have one card for all the different business, as she hates to carry all these different cards.




3- Interview Results:

Profile: 

Age: 17
Sex: Female


Uses Burger King promotions, Stradivarius, Zara, H&M 


Summary: 


- Prefers paying with cash than with credit card

- Understand the mechanism of a card that allows to pay in every place and has an application with promotions.

- Tends to use the promotions

- Fears the possibility of loosing this single card.

- Finds it helpful to have one card controlling all the others.


4- Interview Results:

Age: 75
Sex: Male
Uses Around 5 loyalty cards

Summary: 

-Pays with cash

-Not familiar with apps and smartphones

-Does not use them a lot as he doesnt go shopping quite often

- Does not need to have an application in order to find them



5- Interview Results:

Age: 14

Gender: Female

Uses 3 loyalty cards



Summary: 

-Pays with cash

- Familiar with smartphones

- Will want the aplication in order to get informed about the offers that she has , even if she doesnt use it to pay

- Practical for having all her discounts in a handy way and dont wear a lot of cards

- Frequent buyer of clothes, food and sports products.





Pau Barenys interview results

6- Interview Results:


Profile

Age: 21
Sex: Male
Single
Living with his parents

Answers

1. How many times do you go shopping/buying a month?
8 times a month

2. What is the main way of paying do you use?
Cash

3. Do you use any loyalty card?
Yes

4. How many cards do you handle?
4

5. What works well and what doesn’t of the current buying process?
This is the discount that you give monthly depending on the money you spend

6. Have you had any problem before when buying with a loyalty card?
No

7. Do you ofen benefit from promotions or a system reward?
Yes, but not a lot because sometimes I don't remember that I have the card or I just realize that I had it at home.

8. If you could improve something about this service, what would it be?
Having to move the purchase from the supermarket or the store to home.

9. Is it easy for you to adapt to technological changes? Why?
Yes, because it makes life more accessible.

10. What are your main concerns about your privacy? Do you think it is well used by companies?
No well used, many companies make data transfers without permission.

7- Interview Results:

Profile:

Age: 52
Sex: Male
Married and 3 children

Answers:

1. How many times do you go shopping/buying a month?
8 times a month

2. What is the main way of paying do you use?
Credit card

3. Do you use any loyalty card?
Yes

4. How many cards do you handle?
More than 10

5. What works well and what doesn’t of the current buying process?
I don't have any problem. All works well

6. Have you had any problem before when buying with a loyalty card?
No

7. Do you ofen benefit from promotions or a system reward?
Yes

8. If you could improve something about this service, what would it be?
Easier way to get promotions and discounts. My supermarket, after paying the bill, gives some tickets discounts on some products that can be used in next purchases, but with a validity of 2-3 weeks. I would propose store the discounts in the credit card, and customer choose how to apply them and when.

9. Is it easy for you to adapt to technological changes? Why?
If it's for making thinks easier, it won't be a problem.

10. What are your main concerns about your privacy? Do you think it is well used by companies?
I have concerns about my privacy. There isn't a good control of our confidential information.

8- Interview Results:

Profile:

Age: 50
Sex: Female
Married and 2 children

Answers:

1. How many times do you go shopping/buying a month?
10 times a month

2. What is the main way of paying do you use?
Credit card

3. Do you use any loyalty card?
Yes

4. How many cards do you handle?
More than 10

5. What works well and what doesn’t of the current buying process?
In general it works well. Maybe a negative aspect is that sometimes I have to wait to pay because there are a lot of people.

6. Have you had any problem before when buying with a loyalty card?
No

7. Do you ofen benefit from promotions or a system reward?
Sometimes because some days you can't go to the shop or you don't remember.

8. If you could improve something about this service, what would it be?
I don't know.

9. Is it easy for you to adapt to technological changes? Why?
Yes, but sometimes there are some things which are more difficult for me to adapt. Because of new aspects I hadn't seen before

10. What are your main concerns about your privacy? Do you think it is well used by companies?
I don't care to much about this topic although I am conscious that is a worrying topic. I don't think it is being well used the data.

9- Interview Results:

Profile:

Age: 81

Sex: Female
Married

Answers:

1. How many times do you go shopping/buying a month?
12 times a month

2. What is the main way of paying do you use?
It depends. If the price is high I usually pay with the credit card. If the price is low then I use to pay with cash.

3. Do you use any loyalty card?
Yes
4. How many cards do you handle?
3

5. What works well and what doesn’t of the current buying process?
I think it all works well more or less. Maybe that in some places if you don't have the card, then you can't benefit of the promotions.

6. Have you had any problem before when buying with a loyalty card?
No

7. Do you ofen benefit from promotions or a system reward?
I think I could benefit more from the promotions. Sometimes is because of lack of time or because the promotion doesn't last too long.

8. If you could improve something about this service, what would it be?
Maybe be able to use your ID in order to pay so you don't need to bring the cards then.

9. Is it easy for you to adapt to technological changes? Why?
It's not easy but I try to adapt. I don't have a lot of knowledge about these aspects because they are new things that have arrived to my life recently.

10. What are your main concerns about your privacy? Do you think it is well used by companies?

I have never thought about it. So I don't know what to tell you.

10- Interview Results:

Profile:

Age: 38

Sex: Female
1 kid

Answers:

1. How many times do you go shopping/buying a month?
8-12 times a month

2. What is the main way of paying do you use?
Credit card

3. Do you use any loyalty card?
Yes

4. How many cards do you handle?
7-9

5. What works well and what doesn’t of the current buying process?
Easy to use the card to get the discount but sometimes they ask my ID which I think it's not necessary
Also that there should be better discounts and more variety.

6. Have you had any problem before when buying with a loyalty card?
No

7. Do you ofen benefit from promotions or a system reward?
Sometimes because there are days that I don't remember to use the discounts.

8. If you could improve something about this service, what would it be?
Maybe be able to use your discounts with your phone

9. Is it easy for you to adapt to technological changes? Why?
Yes because I am used to it especially thanks to my job.

10. What are your main concerns about your privacy? Do you think it is well used by companies?

That I don't know what they do with my personal information. I don't think so.

Juan José Serrano Results:

11- Interview Results:

Profile

Age: 37

Sex: Female

Single

Couple

Answers:

1.       The interviewee tells us that she usually makes the general purchase once a week and on weekdays almost daily for smaller things like bread or wáter.

2.       The payment method he uses is by card for general purchase and in cash for daily.

3.       Yes, use the Mercadona card for the weekend and the Carrefour card for midweek.

4.       Three, from the supermarkets and other for travel club to obtain points.

5.       The points system Works well when you carry the card, if you dont take it, they give you a ticket with wich you have to return another day for the points to be added.

6.       No.

7.       Always from promotions or discounts.

8.       She would like to receive the information of points in the email for example, to have it all together.

9.       If its through a better mobile and its something simple, with her work, she hardly have time to look at anything and when she get home, all that she need is to rest.

1   Think that with your email and a pass could be enough, she doesnt like to be sent all offers every day because she doesnt she them, it has to be something specific and not exhaust.

12- Interview Results:

Profile:

Age: 64

Sex: Male

Married.

Answers:

1.       About 5 times a month, the rest of the days are for buy Little things

2.       Card for weekends and cash for daily.

3.       Years ago yes, but now is so hard to use specific cards for all the supermarkets, too cards for the same

4.       Now, nothing

5.       There are a lot of information now that is so difficult to understand including for buy a simple bread.

6.       No, he had a card from Eroski but Eroski dissapeard and all the points the same so he dont want to use a card anymore.

7.       Yes but from other companies like oil and gas for the car.

8.       He thinks that could be a good idea to offer something through the mobile because he doesnt want anymore to carry.

9.       Yes, but not a lot of apps.

1   If its not trough the bank its ok

13- Interview Results:

Profile:

Age: 30

Sex: Male

Single

Answers:

1.       Around 16 times a month.

2.       Cash only.

3.       Yes, from three supermarkets.

4.       One per supermarket that i use in one day.

5.       It´s faster to use but is slower to ask my points at the end of the shop and see my profile for example.

6.       Yes, the time to register, the time that they gave me the card and I dont know with security my card number for some supermarkets.

7.       Yes, almost all the weeks.

8.       I would like to improve to erase the cards and teach how to use the supermarket app with the mobile to see the points, the rewards, all the people have a mobile.

9.       Yes, because is the generation to use all with the mobile.

1  It´s ok, I think that with a email and a pass is enough

14- Interview Results:

Profile:

Age: 22

Sex: Female

 - She goes shopping every day when she finish classes.
 - She buys basic products like bread and water and some fruits.
 - She uses for pay effective and the loyalty card from Mercadona.
 - She dosent like to waste time on queues.
 - Better to use telephone for all.
 - Familiar to use and see all the discounts at the moment.

15- Interview Results:

Profile:

Age: 31

Sex: Male

 - He has loyalty cards from Springfield and other shops.
 - Want to receive promos and discounts in his phone.

 - Buy sport products and loyal to some brands
 - Find a good idea because he always lost some cards or broken

16- interview result

Profile:

Age: 21

Sex: Female

Loyalty cards: Consum, American Airlines, Pipa club, Bon preu, Sanremo Perfumeries.

-       15 times a month, because of university materials, supermarket, clothes shopping.

-       Credit card, debit card.

-       Almost never, just American Airlines when I travel. Also, consum when I do groceries, because I usually forget I have more cards.

-       Two

-       An easier way of using all my cards and paying methods, something more centralized.

-       No

-        Yes, I do use, and they motivate me when shopping if I like the brand.

-       Different promotions and more promotions, just one card for everything.

-       No, I’m slow for that.

-       I think they shouldn’t add my address and flat number because it’s personal, find new promotion methods because I never look at them.

17- interview result

Age: 24

Sex: female

Loyalty Cards:  zephora.

-       10 times month.

-       Credit card, debit card.

-       Almost never just when buying makeup because those systems are complicated to use.

-        One.

-       The system is good.

-       Loyalty cards are not connected in between countries and I’m from the US and I had to get a new one here from the same store.

-       Yes, a lot.

-       That it must work worldwide from same stores, stores must tell customers before the promotion happens maybe 20 days before, communication customer and brand is not always the best.

-       No I’m rally bad with technology

-       No I have no concerns. 

18- interview result

Age 26

Sex: male.

Loyalty cards: billabong, tactic Barcelona, general surfera, the room, vans,

-       20 times a month

-       credit card, debit card

-       yes, I use all of them.

-       I handle the ones I use the most, but sometimes I’m in the store and I don’t have the card.  

-       The system works but it would be nice that I just get a code I could use for all of them.

-       No, it’s fine. 

-       Yes, all the time.

-       Unite all the cards with a code or something.

-       Yes, I use technology most of the time and I usually enjoy being updated with it.

-       I don’t give much personal details, but anyway everything is on LinkedIn. Maybe postal code but never home address.

Market Analysis

Market

The loyalty cards have been made a hole in the Spanish portfolios and their use grows dramatically. The loyalty cards, launched by large airlines, textile and food chains to ensure the loyalty of their customers, are the real engines of this growth.

According to data from the third wave of the study "Measuring the effectiveness of Loyalty Programs", Kantar TNS, in 2016 loyalty programs contributed to some brands more than 50% of their sales.

According to a study by American Express Spain, 81% of Spanish consumers use loyalty cards, compared to 7% who forget to use them despite having one of them. These consumers usually have an average from three to five cards.

Millennials are the most impulsive, and therefore they are more sensitive to the offers launched by the programs, 64% acknowledge that they exchange points for offers. This trend is also observed in households with an average income volume (67%)

The physical card is still the most used support to accumulate points according to 77% of respondents, although 44% declare that they accumulate points automatically at the time of purchase without the need to present a physical card. The apps of the loyalty programs do not have a great penetration among the Spanish users. 40% confess to not knowing if their program has an app and those who know it exists, half do not use them. Millennials are the ones that most use apps and 26% of them consider them essential in a program of this type.

Loyalty programs customers prefer that the management of it is done through digital channels. One out of every two members of a loyalty program prefers this modality. When registering for a loyalty program, consumers especially value the economic benefit.

61% of loyalty programs consumers admit that they would like the offer of prizes to be wider. Middle-aged users are the most demanding in this regard, while those over 55 are the most comfortable with the existing offer.

Analysis of our main competitors

Direct competitors:

NoKadi Aplication (App that digitalizes loyalty cards)

Strengths:
- Free app that allow you to have all you loyalty cards unified.
- Not just discounts of only one sector
- Easy to use

Weaknesses:
- Mobile data consumption
- Security of your data
- They don't have a wide variety of companies where you can get discounts
- Discounts very similar and not very attractive


Indirect competitors:

- Existing companies that already offer a reward system (Caprabo, Zara, Hilton...)

Strengths:

- Free loyalty cards

- Discounts

Weaknesses:

- You have to carry with you a physical card

- You have to check the advantages on the web

- The promotions are more or less the same during the year. Not a wide variety of offers.
- Additional time at the store
- Excessive spam

● Caprabo

Caprabo is a leading supermarket company in Spain, with supermarkets and hypermarkets in Mainland Spain, the Balearic Islands and the Canary Islands. Caprabo was founded by Pere Carbó, Jaume Prat and Josep Botet, in 1959. It operates an online shopping and delivery service in Spain. Caprabo was acquired by Eroski in 2007.

● Zara

Zara is one of the largest international fashion companies. The company was founded in 1975 by Amancio Ortega and Rosalía Mera. It belongs to Inditex, one of the world’s largest distribution groups.

Strengths and weaknesses of our company

Strengths	Weaknesses
All your loyalty cards on your smartphone	The investment that companies have to do for the infrastructure
Attractive and wide variety of discounts	The market can’t have a lot of supply capacity (apps doing this business)
Maximum privacy for both individual users or companies.	there will be no investment from companies in the system implementation.
Developing market
You can check your points whenever you want on your smartphone
Companies can obtain more relevant data of their customers