Nikishkin V.V., Tverdokhlebova M.D.Published in:
Creative Economy
– Volume 13, Number 12 (December 2019)

JEL classification: L81, M31, M39

Keywords: "lifetime" customer, bonus program, book retail marketing, customer experience, customer loyalty, loyalty program, promotions, sales promotion


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Abstract:

The article assesses the most important attributes of forming long-term customer loyalty. The authors consider the goals and objectives of retailers in the formation of a unique customer experience that allows you to increase the life cycle of the customer to "lifelong". The article analyzes ten of the most famous bookstores in Moscow. The authors review their loyalty programs, technologies of interaction with customers, and give estimates and recommendations for improving the loyalty system to increase its effectiveness.

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