This report is identifying the power of loyalty cards program and its strategic role for small
businesses in Australia. A small company that has been chosen for this project is Nana Café and
Restaurant, which is located at 176-180 Salisbury Road, Camperdown, NSW, 2050. A survey
questionnaire (Appendix 1) has been made and given to the Nana Café and Restaurant’s customers in
order to know their experience when purchasing at Nana Café and Restaurant, and also their opinion
toward loyalty cards program. The survey has been given to the customers (mostly regular customers)
by providing them a copy of a QR code that directly links to the online survey questionnaire when the
customers scan the QR code through their smartphones. Therefore, when the customers were given the
copy of QR code, that was their option whether they were happy to do the online survey or not.
There are about 51 respondents from Nana Café and Restaurant’s customers that I can gain from
doing my research. As I do not want to force the customers to fill out the survey, so that was their
willingness to help me doing the survey. In addition, the results of the survey indicate that 94.1% of the
respondents are willing to come more often if Nana Café and Restaurant provides them a loyalty card.
Therefore, it means that, when the customers own a loyalty program with a café or restaurant, the more
customers will be more likely to re-visit the café or restaurant.
This report will contain several parts, including introduction, background information about the
company, marketing analysis, research objectives, literature review, research methodology, data
collection, and research findings. Finally, several recommendations and conclusions will be provided
according to the results of the data analysis.