Q Variety Stores started as a small $2 shop in 2012, and now it has expanded to eight branches and one franchise all over New Zealand. As the business grows, Q Variety Stores is also facing more increased competition from its peers in the industry. Recent research acknowledged customer loyalty as one of the most significant factors for the success of an organisation, because it can bring many benefits and retain existing customers. Therefore, this research aims to investigate strategies to improve customer loyalty for Q Variety Stores. The author conducted a questionnaire to customers in eight branches to get feedback and provided a specific loyalty programme in the survey for customers’ feedback. A key finding shows that Q Variety Stores already have had some loyal customers, but there is still room for improvement. The questionnaire also revealed that customers’ acceptance of the hypothetical loyalty programme is low, but most of them are fond of some other mature customer loyalty programmes with other suppliers. It is concluded that a loyalty programme that won’t cost customers a lot may work at Q Variety Stores, and it should provide customers with the benefits that actually meet their needs
