Download PDF | Downoads: 44
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.
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, customer targeting, loyalty, relationship marketing
JEL-Classification: F18, M31, R33
References (transliterated):Bozhuk S.G., Pletneva N.A., Evdokimov K.V., Belinskaya I.I. (2018). Vzaimosvyaz marketinga i innovatsiy v realizatsii rynochnoy orientatsii organizatsii [The relationship of marketing and innovation in the implementation of market orientation of the organization]. Herald of the Belgorod University of Cooperation, Economics and Law. (6(73)). 186-203. (in Russian).
Bozhuk S.G., Yun E.L., Ogorodnikova P.N. (2017). Postroenie karty polzovatelskogo puti s uchetom faktorov povedeniya potrebiteley [Customer journey map developing according to the factors of a consumer behavior]. Journal of Economy and Entrepreneurship. (12-1(89)). 555-558. (in Russian).
Bridson K., Evans J., Hickman M. (2008). Assessing the relationship between loyalty program attributes, store satisfaction and store loyalty Journal of Retailing and Consumer Services. (5(15)). 364-374.
Butscher S.A. (2003). Customer Loyalty Programmes and Clubs Burlington: Gower.
Capizzi M. T., Ferguson R. (2005). Loyalty trends for the twenty-fi rst century Journal of Consumer Marketing. (2(22)). 72-80.
Dan Cristian DABIJA, Nicolae Al. Pop Typological aspects of retailers on the background of market concentrationManagement & Marketing. Retrieved December 11, 2018, from http://www.managementmarketing.ro/pdf/articole/92.pdf
Diller H. (2000). Customer Loyalty: Fata Morgana or Realistic Goal? Managing Relationships with Customera Berlin: Springer.
Grishunin S., Suloeva S. (2016). Development of project risk rating for telecommunication company Lecture Notes in Computer Science. 9870 752-765. doi: 10.1007/978-3-319-46301-8_66.
Klimin A.I., Tikhonov D.V. (2017). Metodologicheskie problemy primeneniya indeksa nps pri otsenke vzaimootnosheniy s klientami [Methodological problems of applications of nps in the evaluation of customer relationships]. Marketing and marketing research. (3). 168-173. (in Russian).
Krasyuk I.A., Kkhalaf K.Z., Khudik D.D. (2017). Innovatsii v setevoy torgovle kak instrument formirovaniya konkurentnyh preimuschestv [Innovations in the Trade Networks as a Tool of Competitive Advantages Formation]. Practical Marketing. (2-1(240)). 54-60. (in Russian).
Kundenkarten und ihre Bindungswirkung - Wie stark ist die Kundenbindung durch den Einsatz von Kundenkarten?Universität Kassel. Retrieved from https://www.uni-kassel.de/fb07/fileadmin/datas/fb07/5-Institute/IBWL/Wagner/Abschlussarbeiten/Expos%C3%A9/WS_2012/Expos%C3%A9_zur_Bachelorarbeit_Susanne_Huck_04.12.2012.pdf
Laskin M.B., Rusakov O.V., Dzhaksumbaeva O.I. (2016). Opredelenie koeffitsienta kapitalizatsii po statisticheskim dannym [Determination of coefficient of capitalization from statistical data]. Statistika i Ekonomika. (1). 14-22. (in Russian).
Leenheer J., Bijmolt T.H.A. (2008). Which retailers adopt a loyalty program? An empirical study Journal of Retailing and Consumer Services. (6(15)). 429-442. doi: 10.1016 / j.jretconser.2007.11.005.
Sharp B., Sharp A. (1997). Loyalty programs and their impact on repeat-purchase loyalty patterns International Journal of Research in Marketing. (5(14)). 473-486. doi: 10.1016 / S0167-8116 (97) 00022-0.
Sofronova A.F., Livintsova M.G. (2017). Osobennosti formirovaniya i realizatsii innovatsionnoy strategii dlya predpriyatiy sfery uslug [Features of development and implementation of the innovation strategy for enterprises of the service industry] Industrial policy in the digital economy: problems and prospects. 451-456. (in Russian).
Sozonov Yu.S. (2014). Otsenka klientskogo kapitala kompanii [Customer Equity Evaluation]. Vestnik Moskovskogo universiteta. Seriya 6: Ekonomika. (6). 80-96. (in Russian).
Starov S.A. (2007). Loyalnost brendu: klassifikatsiya, metody otsenki i programmy formirovaniya marochnoy priverzhennosti [Brand loyalty: classification, evaluation methods and brand loyalty programs]. Vestnik sankt-peterburgskogo universiteta. menedzhment. (2). 112-133. (in Russian).
Tretiak O.A. (2013). Otnoshencheskaya paradigma sovremennogo marketinga [The relational paradigm of modern marketing]. Russian Management Journal. 11 (1). 41-62. (in Russian).
Yakubovich V.L., Livintsova M.G. (2017). Upravlenie riskami pri realizatsii innovatsionnogo proekta [Risks at the implementation of the innovation project] Industrial policy in the digital economy: problems and prospects. 636-641. (in Russian).
Otchet kompanii Nielson «Riteyl-audit» za 2017 godNielsen. Retrieved December 11, 2018, from https://www.nielsen.com/ru/ru/solutions/measurement/retail.html