Pankina T.V., Nikishin A.F., Boykova A.V.Published in:
Russian Journal of Entrepreneurship
– Volume 19, Number 3 (March 2018)

JEL classification: L81, L86, M31

Keywords: attracting customers, e-commerce, formation of customer loyalty, online store


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Abstract:

Competition is significantly higher in e-commerce sector than in the traditional commerce. First of all, this is due to the lack of geographical restrictions on the creation of an online store and a fairly small initial investment. Besides, we should note that customers on the Internet are much more mobile and easily change the place of purchase. These factors in the face of a decline in purchasing power caused by the prevailing economic conditions in the country make the task of attracting and retaining customers of online stores extremely topical. The article suggests a set of measures to attract and retain customers of online stores at various stages of the purchase, as well as a methodology for efficiency assessment of the loyalty program.

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