I have to do an case study for my University of the German company, Zalando, whom I have had a internship with. In the attached file named “Task” can you see what I am supposed to do and how the layout should be etc.

In the file “Academic Proposal” can you see what I want to investigate in (also stated here):
I would like to investigate the different elements of how loyalty programs enable companies in e-commerce to capture value by retaining customers. The study will be based on the European online retail company, Zalando, with a strategic focus on how customer centricity leads the company to investigate new ways to capture value from the existing customer base in an ever more competitive market.
I will have a geographic constraint for this study, meaning I will be addressing the research gap on the Swedish market exclusively. The reason I chose Sweden is because it is one of the main countries in the Nordic market, furthermore also my home country and the choice is also in line with the interests of the company. It is
however possible that the findings of the study are applicable to other markets as well.

You can base the case study on the third attached file, “How loyalty programs enable value capture by retaining existing customers”, you can find a lot of information you need in order to complete this (that’s from a master student who also worked at Zalando). My report should only be 5000 words though so just take the most relevant parts for my report and/or rewrite so it fits my wording (some of the parts in the master thesis is not so relevant for me so just rewrite/take the most relevant parts). You of course, do not have to take all information from this maser thesis but it might be a good foundation! 🙂