Year: 2024
Type: article
Abstract: In recent years, retail trade around the world has demonstrated significant growth and adaptation to external factors, including the explosive growth of online commerce. In this environment, the design and implementation of omnichannel loyalty programs are becoming a key aspect for retailers seeking to increase customer satisfaction and retention. Omnichannel allows brands to interact with customers through various channels — both online and offline- which allows them to significantly increase their market presence and adapt to changing consumer preferences. The article discusses the main stages of the development and implementation of omnichannel loyalty programs, including customer needs analysis, customer base segmentation, strategy, and reward system development, as well as data integration and IT architecture. Successful implementation examples and statistical data confirm the effectiveness of the omnichannel approach, which increases Lifetime Value (LTV) and total sales, making it an integral element of modern retail.
Author: Yana Mosina
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4401749631