Students of the Master’s program in Marketing and Sales Management developed tailor-made customer loyalty programs for Austria’s home center group number one.
In the winter semester 2024/25, the XXXLutz Group commissioned students of the part-time Master’s program in Marketing & Sales Management (3rd semester) to develop strategies for a customer loyalty program. The focus was to be on tailored benefits and a creative approach to appeal to young customers.
Rethinking customer loyalty for the young generation
In focus group interviews, the students first examined the needs of 18 to 29-year-olds. From this, the student teams derived innovative strategies for the design of a tailored customer loyalty program. The focus was on the greatest possible digitalization of the offer, which ranged from services and reward systems to playful extras, paired with a target group-oriented social media campaign to promote the program. The clear aim was to noticeably increase the proportion of sales generated by this target group. Business field project coach Christof Sauke guided the agencies step by step with his expertise in creating and fine-tuning their concepts.
Concepts inspire marketing management
In a final pitch at the end of the semester, the teams presented their loyalty programs to the clients. There was great enthusiasm for the innovative ideas! Thomas Saliger, Head of Marketing and company spokesman for the XXXLutz Group, was particularly keen to cooperate with students from FHWien der WKW:
“It is important to me to support young people on their path, because I was young myself and know how valuable practical experience is at this age. The fact that I was able to help build a bridge between theory and practice impresses and motivates me. That makes this project exciting and fulfilling for me personally. I see promoting young talent not only as an obligation, but also as a pleasure – after all, we will still need good marketers in the future.”
The business field project is part of FHWien der WKW’s extensive commitment to providing its students with a practical academic education. Through close cooperation with well-known companies such as the XXXLutz Group, students not only acquire in-depth specialist knowledge, but also valuable insights into real business processes.