Pupentsova S.V., Nekrasova T.P., Pavlenko I.A.Published in:
Creative Economy
– Volume 13, Number 1 (January 2019)

JEL classification: F18, M31, R33

Keywords: communication, customer targeting, loyalty, relationship marketing


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Abstract:

The paper explores the international and Russian markets of modern retail and their experience in implementing customer loyalty programs. The authors analyzed the effectiveness of existing methods of loyalty program management. The main marketing methods of market research were used as research tools: market surveys, questionnaires, statistical processing, verification and data analysis. A comparative analysis allowed us to identify differences in approaches to the formation of customer loyalty of network retailers in different geographic markets. The article explores the approaches and methods for distinguishing demand-stimulating programs by increasing the volume of the customer’s shopping cart and the frequency of its visits to the store from customer loyalty programs based on the relationship marketing concept. Modern development trends and the issue of classification of types of incentives in the framework of existing loyalty programs are explored.

Highlights:

Loyalty programs are able to create for the retailer a significant competitive advantage by reducing the likelihood of customer switching between retail chains and store formats.
Loyalty programs can not only prevent changes in consumer preferences, but also increase traffic and the average size of customer checks.
For Russian buyers, membership in the loyalty program of the trading network is an opportunity to make profitable purchases and receive bonuses and discounts.
The development of technology and the spread of mobile devices allow retailers to provide more relevant and timely offers.

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