Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 82

Conduct a small focus group of consumers who you think may fit the Gilt Groupe target market. Ask the participants about their perceptions of the Gilt Insider Program. How effective do they think this loyalty program will be in generating engagement and loyalty What is their opinion of the rewards that are offered as part of the program Then, repeat this exercise with another group of consumers who you think would not be part of the Gilt Groupe target market.