The main objective of this project was to investigate methods to create a new loyalty approach for Galp Energia in order to improve customer retention and reduce churn, related with the expansion of hypermarket chains’ in the Fuel Retail Market and the country’s economical situation. The team carried out on-spot surveys and focus groups, researched loyalty programs’ best practices, analyzed peers practices and the company’s past performance in order to find important customer insights. These were used to develop the final recommendations resulting in a new paradigm to the group’s loyalty approach alongside incremental improvements to the current loyalty solutions
