WHEEL OF LOYALTY

Every supplier wants to create and retain a loyal customer who engages in continued profitable
business with him. Customer Loyalty is the measure of success of the supplier in retaining a long
term relationship with the customer. Thus customer loyalty is when a supplier receives the
ultimate reward of his efforts in interacting with its customer. Customer loyalty tends the
customer to voluntarily choose a particular product against another for his need. The loyalty may be
product specific or it may be company specific. When a loyal customer has repetitive requirement
of the same product, such customers may be described as being ‘brand loyal’. On the other hand he
may also require different products of the same manufacturer. That is to say he makes significant
purchases direct from the same supplier and that counts as the company specific loyalty.

Loyalty also means that customer is sticking to the supplier on certain grounds though he may be
having other options also. It may be possible that the supplier may not have the best product or the
customer may be having some problems with the supplier in respect of his supply of the product but
the customer likes to ignore other options and prefers to continue with the same supplier as the
customer thinks the supplier provides him more value and benefit than others. Such loyal customers
tend to spend more money buy more, buy longer and tell more people about the product or supplier.
This type of long-term customer loyalty can only be created by making the customers feel that they
are number one priority with the supplier.

Some customers are inherently predictable and loyal, irrespective of the supplier with which they
are doing business. They simply prefer long-term relationships with him. Loyal customers are
predisposed to stay with one product or supplier, resisting competitive offers and also recommend
the supplier to others.

In case the business is done directly the relationship is direct so also the loyalty. But if the selling is
through two or more intermediaries then the loyalty has to be measured at different levels. In that
case the end customer loyalty is influenced by the loyalty of the intermediate customers. Then the
supplier has to focus his loyalty retention plan accordingly and has to judge and analyze the
loyalties of the intermediaries. This process depends on what amount of importance he gives to each
of the intermediaries and how much to the ultimate customer. But it is certain that well-managed
customer retention programs are sure to give the ultimate customer loyalty.
True, the customers who are targeted by a retention program demonstrate higher loyalty to a
business. Therefore such customer retention programs should include regular communication with
customers, and provide them opportunities to remain active and choosing to do business with the
supplier.

Loyalty is demonstrated by the actions of the customer. But it doesn’t mean that the customer
satisfaction level can measure his loyalty. Customer loyalty is not customer satisfaction. Customer
satisfaction is the basic entry point for a good business to start with. A customer can be very
satisfied with the deal and still not be loyal. On the other hand a customer may not express
satisfaction but wants to remain loyal to the supplier due to some reasons which keeps him
benefited from that supplier. For the same degree of satisfaction, the loyalty level may also be
different for different suppliers.

On the other hand, loyalty should not be considered as just an attitude. Customer loyalty should
have a direct connection to a company’s financial results. The supplier should be able to plan a clear
and direct economic benefit of some kind, as the result of the strategies and tactics he employs to
increase its customers’ loyalty.

The wheel of loyalty is made up of three components:

1. Build a Foundation for Loyalty

2. Create Loyalty Bonds
3. Reduce Churn Drivers
 TITAN ENCIRCLE

The loyalty program launched by Titan Company Limited, It rewards members who choose to shop
from any of our brand stores (Tanishq, Zoya, MIA, World of Titan, Helios, Fastrack, SKINN by
Titan, Titan EyePlus, & Taneira) and allows them to earn reward points and exclusive privileges on
every purchase, all with one simple membership. Titan encircle Members can also earn & redeem
Titan encircle points at Titan e-commerce portal "Titan.co.in" & also at “www.caratlane.com”.

How Does It Work:

• You can start earning from your first purchase as a Silver tier member
• Each encircle point is equal to Re 1/-. Points will be credited within 24 hrs of the transaction.
• Upgrade Tier & Double/Triple your base Points

The highest encircle tier which you have earned in a specific brand store will be applicable
across the all brands.

• Earn & redeem across any of our brand stores. There is no Minimum threshold on Point
redemption.

Tier With Rewards:




There’s no end to how much you can do with your Encircle membership

*Points earned for every ₹ 1000 spent

Tiers Plain Gold Jewelery Studded Jewelery Watches, Eyewears &

Accessories

SILVER 3 Pts 6 Pts 10 Pts

GOLD 5 Pts 14 Pts 20 Pts

PLATINUM 7 Pts 20 Pts 30 Pts

1 Point = 1 Rupee

Members can also upgrade their tier through by shopping below mentioned amount in a
single bill
Jewellery Watches, Eyewear & Accessories
Gold Tier : Rs 100,000 – Rs 299,999 Gold Tier : Rs 10,000 – Rs 19,999
Platinum Tier : Rs 300,000 & above Platinum Tier : Rs 20,000 & above

Privileges:
• Every year they provide the members a Happy Birthday/Anniversary Offers to buy
something special on their special day.


• Encircle members get to see the new products and offers before any one else.
• An encircle member can walk into any of Tanishq, World of Titan, Helios or Titan Eyeplus
showrooms to get a Priority cleaning for their Jewellery, Watches & Eyewear purchased
from Tata.




Process to enroll
Anyone can become encircle member by shopping at any of Titan brand stores (Tanishq, MIA,
Zoya, World of Titan, Fastrack, Helios, Titan Eyeplus, Skinn, Taneira) & E-commerce websites. All
members will be enrolled to Silver tier as their base tier.
On enrollment a membership number will be assigned to each customer and his unique registered
mobile number will be mapped against his membership. Enrollment forms are available at the
Cashiers desk. Customer Name and Mobile number are mandatory for enrollment.
Types of Encircle Tier:
Silver, Gold & Platinum

• Points earning excluding bonus points required for Tier upgrade

TIER POINTS REQUIRED

Gold 500 Points

Platinum 3000 Points

• Every point will be updated to customer account within 24-48 hours of the transaction at
stores. In case of transaction at titan.co.in, points will be credited to customers account after
 15 days of the transaction & with regard to Caratlane it is 90 days from the transaction


• Earned Points are valid for 2 years + quarter end from the date of last transaction

For eg: 2nd Jan 2015 earned points will expire on 31st Mar 2017 if no transaction made
before Jan 2017. If the member does 2nd transaction on 1st Dec 2015 then the total points
will get expired on 31 Dec 2017


• Points/tier will be calculated at the end of the day and new Tier will start from next day


Quick method of Upgrading Tier

• Members can also upgrade their tier by shopping below mentioned amount in a single bill or
cumulative amount shopped on multiple invoices in a particular brand channel on the same
day
• Member has to buy Jewellery ranging from Rs 100,000 - Rs 299,999 to quickly
upgrade to Gold tier or Same Member can upgrade to Platinum tier by buying a
Jewellery of Rs 300,000 & above


• Member has to buy a Watch/eye wear ranging from Rs 10,000 - 19,999 to quickly
upgrade to Gold tier or Same Member can upgrade to Platinum tier by buying a
Watch/eye wear of Rs 20,000 & above


• Tier will be valid for two years from the date of last upgrade


Upgrade and Downgrade of Tiers

• Upgrade/Downgrade of Tiers will be based on cumulative points earned by the member in a

period of 24 months from the date of enrollment or last Upgrade/Downgrade date.


• Member to maintain the threshold points in 24 months from the date of Tier upgrade to
retain tier, downgrade to one level if criteria not met.(Please refer points slabs required to
maintain tier)

Points earning process
Points can be earned by shopping at any of the Titan stores & E-commerce website and customer
should be a encircle member, while shopping customers has to provide the encircle registered
mobile number. Customer will be credited with points as per their respective tier and slabs. Points
will be calculated at the back end system.

• No Points are rewarded during discounted sales but except for Platinum tier members


• Under Tanishq Exchange Program(TEP) & Goldplus exchange Program(GPEP)

transactions, members will earn points only on additional value (money paid by customer
over and above the TEP & GPEP value)


• Credit notes, gift cards, exchange products, Encircle points redeemed etc. will not earn
points


• Birthday / Marriage Anniversary discounts related sales will continue to get points, however
this will always be on Nett value


Redemption Process
Step 1: If customer is already a member then his available points will be redeemed based on
members request
Step 2: There is no minimum points required for redemption
Step 3: Customers should always carry their registered mobile number which is mapped with
encircle membership. Authorization code(OTP) will be sent to the registered mobile number for all
redemption, without which redemption will not be allowed. Same process applies for online process
as well
What will happen to customer points when Goods are returned (GRN process)?
When goods are returned/exchanged Points debiting will be done based on the points earned as per
the customers transacted tier not on the lowest tier.
Welcome GVs & its redemption process
When customer enrolls for encircle, he/she will receive MGV/EGV via SMS & E-mail which can
be redeemed at World of Titan, Helios, Fastrack and Titan Eyeplus.
Step 1: Visit any World of Titan/ Helios/Fastrack/Titan Eyeplus store to redeem GV
Step2: When billing please provide the sent GV code to cashier
Step3: Cashier will apply GV code to the bill and voucher is redeemed
Member can visit any of the store mentioned above redeem the GV, this can be redeemed only once
in the respective channels. Offers are fixed to their respective channels and the tiers which they are
enrolling in to. Welcome Gift Vouchers are valid for Six months from member enrollment date
Encircle program customer privileges
• B’Day/Marriage Annvsry: Whether its your Birthday or Marriage anniversary, get exclusive
offers from encircle which can be availed at Tanishq, Fastrack, World of Titan, Helios,
SKINN, Titan Eyeplus & Taneira. Offer will be active in member’s account only for 30
days(15 days before Birthday/Wedding anniversary day & 15 days after Birthday/Wedding
anniversary day). Member can avail all offers but restricted to only one time redemption in
each brand during offer period.


• Exclusive preview: Be the first to check out our new products at exclusive product previews
enjoy the offers before anyone else. Over and above discounts for encircle members during
activation across all divisions. You will get to know about our offers 2 or 3 days in advance.


• Free cleaning: Get Free cleaning done for your Jewellery & Watches on request. Store will
use approved & friendly liquids/Clothes to give a smooth cleaning for your Jewellery &
Watches.


• Free Eye checkup & Eye wear servicing: Get free servicing done for Eye wear. Eye test
reminder and Contact Lens refill reminder every 6 months at your service. We help you
mark your calendar. Eye check up is free for encircle members at all Eye plus stores


• Gift Points: Customers can transfer/Gift points to their beloved one’s irrespective of him/her
being member or Non-member by logging on to encircle website. Gifted points will be valid
for 6 months from the transfer date. Unutilized gifted points will expire on end of sixth
month from transfer. This feature will be launched before June 30th 2016.

• 150 Bonus points for Profile update: Members are eligible for 150 Bonus Points for First
time Profile update at Website only, consecutive Profile update will not get bonus points.
Bonus points will be credited with in 15 days from profile submit date at titanencircle.com

Submitted By:
Antara Debnath (18PG008)