Loyalty program management in retail trading networks

Pupentsova S.V.1, Nekrasova T.P.1, Pavlenko I.A.1
1 Санкт-Петербургский политехнический университет Петра Великого, Russia

Journal paper

Creative Economy (РИНЦ, ВАК)
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Volume 13, Number 1 (January 2019)

Citation:

Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=37028083
Cited: 23 by 30.01.2024

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.

Keywords: communication, loyalty, relationship marketing, customer targeting

JEL-classification: M31, R33, F18

Highlights:

  • Программы лояльности способны сформировать для ритейлера значимое конкурентное преимущество благодаря снижению вероятности переключения покупателей между торговыми сетями и форматами магазинов.
  • Программы лояльности способны не только предотвращать перемену предпочтений потребителей, но и увеличивать трафик и средний размер чека клиентов.
  • Для российских покупателей членство в программе лояльности торговой сети — это возможность совершения выгодных покупок и получение бонусов и скидок.
  • Развитие технологий и распространение мобильных устройств позволяют розничным сетям предоставлять более актуальные и своевременные предложения.

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