The Business Model of a Retailer Based on the Consumer-Centric Approach in Building the Value of a Loyalty Programme on the Food Market

Digitalisation brings great opportunities for marketing communication with customers through loyalty programmes, particularly in times of economic crisis. The objective of the article is to present the importance of a Loyalty Programme (LP) in regard to its role in cultivating a retailer–supplier relationship with the aim of creating exceptional value for a retailer’s business model on the food market, which it then brings to the end customer in its offer. The study presents a survey of 251 food store managers that assessed how they perceive their customer LP. The factors identified in the managers’ thinking about the LP provide the knowledge that managers are insufficiently aware of the importance of creating value for the customer, which is associated with building their relationship with the customer. This has a negative impact on the daily traffic and sales of the store.