STRATEGIC RETAIL LOYALTY AND M - COMMERCE – A WINNING STEP FOR FUTURE PROSPECTIVE
Journal Title: International Journal of Retail Management and Research (IJRMR) - Year 2017, Vol 7, Issue 2
Abstract
Research Summary Complexity of modern business is helping managers to innovate new strategy to retain the customer in competitive environment. To ensure a long lasting relationship, organizations are offering certain sales promotional activities to attract the customer. Customer finds it is beneficial to join such program as they can earn rewards for purchasing the same product from the same organization. Through loyalty programs, organization can potentially gain more repeat business, get opportunity to cross-sell and obtain real time data about buying behavior of the customer which can be use for various marketing activities. This will also help to reduce the supply of substitute products. This paper will attempt to provide an understanding regarding the benefit of Strategic Loyalty program and its opportunity (model) in relation to M - Commerce. Managerial Summary This paper will attempt to provide a conceptual overview of Strategic loyalty program in organized retail sector in India. It will also throw a light on customer expectation and perception about retail loyalty program, and how this loyalty program will be use to grab the opportunity in rural area of India by using the mobile commerce. This study has conducted on more than 3000 retail out let in India and has found that Loyalty program can be a strategic competitive edge of an organization in a red ocean area. This loyalty model can be also used for the benefit of common man, if it is linked with the mobile commerce.
Authors and Affiliations
ARABINDA BHANDARI
Keywords
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- EP ID EP225995
- DOI 10.24247/ijrmrjun20171
- Views 111
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