Attraction and retention of customers in e-commerce
Pankina T.V.1
, Nikishin A.F.1, Boykova A.V.1
1 Российский экономический университет им. Г.В. Плеханова
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Journal paper
Russian Journal of Entrepreneurship *
Volume 19, Number 3 (March 2018)
* Этот журнал не выпускается в Первом экономическом издательстве
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.
Keywords: e-commerce, online store, attracting customers, formation of customer loyalty
JEL-classification: L86, M31, L81
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Shibakov V.G., Lukyanova A.V. (2009). Reorganizatsiya biznesa predpriyatiya pri perekhode na elektronnuyu torgovlyu [Reorganization of the enterprise's business in the transition to e-commerce]. Regional Economics: Theory and Pactice. (38). 16-20. (in Russian).
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Baskakov V.A., Deputatova E.Yu. (2016). Aspekty funktsionirovaniya sovremennogo FCMG-rynka [Aspects of the functioning of the modern FCMG-market]. Science and education in the modern world. 268-270. (in Russian).
Bragin L.A., Karaschuk O.S., Nikishin A.F. (2017). Razvitie zony obsluzhivaniya organizatsiy torgovli v sovremennyh usloviyakh [Development of a service area for trade organizations in modern conditions]. Journal of Economy and Entrepreneurship. (10-2(87-2)). 474-477. (in Russian).
Bragin L.A., Krasilnikova E.A., Mayorova E.A., Nikishin A.F. (2017). Internet-tekhnologii v organizatsii torgovli v sovremennyh zhilyh kompleksakh [Internet technologies in the organization of trade in modern residential complexes]. Journal of Economy and Entrepreneurship. (9-4 (86-4)). 1188-1190. (in Russian).
Deputatova E.Yu., Ilyashenko S.B. (2017). Osobennosti povedeniya potrebiteley v elektronnoy torgovle [Features of consumer behavior in e-commerce]. Journal of Economy and Entrepreneurship. (9-3 (86-3)). 414-418. (in Russian).
Ilyashenko S.B., Zvereva A.O. (2016). Sistemnyy podkhod k stimulirovaniyu prodazh v elektronnoy torgovle [System approach to promotion of sales in e-commerce]. Journal of Economy and Entrepreneurship. (11-4 (76-4)). 1134-1136. (in Russian).
Ivanov G.G., Mayorova E.A. (2014). Delovaya reputatsiya i effektivnost torgovli [Business reputation and trade efficiency]. Economic Annals-XXI. 1 (1-2). 54-57. (in Russian).
Koshev N.S. (2016). Nekotorye aspekty elektronnoy torgovli tovarami za rubezhom [Some aspects of e-commerce abroad]. Science Almanac. (3-1 (17)). 175-181. (in Russian). doi: 10.17117/na.2016.03.01.175.
Krasilnikova E.A., Baskakov V.A. (2016). FMCG-rynok: dvukhletnie posledstviya embargo [FMCG Market: Two-Year Effects of the Embargo]. \Academy's Herald. (4). 46-49. (in Russian).
Leonova Yu.G., Shipilova S.S. (2017). Formirovanie loyalnosti pokupateley v elektronnoy torgovle [Formation of customer loyalty in e-commerce] Modern problems and perspective directions of innovative development of a science. 76-79. (in Russian).
Luzin D.A., Shevelyova N.P., Nikonova A.S., Kurushina E.V. (2017). Pokazateli effektivnosti elektronnoy torgovli [E-Commerce Performance Indicators]. Management of economic systems: scientific electronic journal. (1(95)). 5. (in Russian).
Mayorova E.A. (2014). Nematerialnye aktivy: teoreticheskie i prakticheskie aspekty [Intangible Assets: theoretical and practical aspects]. Russian Journal of Entrepreneurship. (15(261)). 56-64. (in Russian).
Mayorova E.A. (2016). Nematerialnye resursy torgovyh organizatsiy [Intangible resources of commercial enterprises]. Economy. Business. Banks. (2(15)). 111-122. (in Russian).
Nikishkin V.V., Tverdokhlebova M.D. (2014). Vliyanie yuzabiliti sayta banka na vospriyatie ego imidzha korporativnymi klientami [Influence of bank's site usability on perception of its image by corporate clients]. Vektor nauki Tolyattinskogo gosudarstvennogo universiteta. Seriya: Ekonomika i upravlenie. (1(16)). 78-85. (in Russian).
Onokoy L.S., Onokoy A.V. (2015). Elektronnaya torgovlya: problemy i perspektivy razvitiya [E-commerce: problems and development prospects]. Discussion. (3(55)). 35-38. (in Russian).
Panasenko S.V., Alekhina E.S., Baklakova E.V. (2016). Ekonomicheskie issledovaniya: analiz sostoyaniya i perspektivy razvitiya (ekonomika regionov) [Economic research: analysis of the status and development prospects (regional economy)] Voronezh-Moskva: Voronezhskiy gosudarstvennyy pedagogicheskiy universitet. (in Russian).
Panasenko S.V., Panasenko V.A. (2015). Kriterii integratsii informatsionnyh sistem v razlichnyh sferakh ekonomiki Rossii [Criteria for the integration of information systems into various spheres of the Russian economy] Dominant principles and factors for the formation of territories of advanced social and economic development. 15-18. (in Russian).
Samusev N.S. (2016). Sostoyanie i perspektivy elektronnoy torgovli v Rossii [The status and prospects of e-commerce in Russia]. Science Almanac. (6-1(19)). 194-197. (in Russian). doi: 10.17117/na.2016.06.01.194.
Shabanova L.B., Zyuzina S.V. (2016). Traditsionnaya i elektronnaya torgovlya potrebitelskimi tovarami i uslugami: dostoinstva, nedostatki i perspektivy razvitiya [Traditional and electronic commerce of consumer goods and services: strengths, weaknesses and prospects of development]. Business. Education. Law. (1(34)). 78-83. (in Russian).
Shibakov V.G., Lukyanova A.V. (2009). Reorganizatsiya biznesa predpriyatiya pri perekhode na elektronnuyu torgovlyu [Reorganization of the enterprise's business in the transition to e-commerce]. Regional Economics: Theory and Pactice. (38). 16-20. (in Russian).
Tyunik O.R. (2017). Formirovanie loyalnosti pokupateley v elektronnoy torgovle [Formation of customer loyalty in e-commerce] Innovative technologies of scientific development. 125-127. (in Russian).
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