 Online retail loyalty strategiesRichard W. Cuthbertson and Kerrie Bridson International Journal of Information Technology and Management, 2006, vol. 5, issue 4, 279-294 Abstract: This paper investigates how e-tailers design and implement their loyalty marketing strategies. The majority of the research was carried out via interviews with directors or senior managers from multi-channel and pure-play online retailers from across the world, and supported by secondary research. The main finding is that the loyalty marketing strategy employed is dependent upon the fundamental structure of the retailer-customer relationship. Other findings indicate that the importance of new customer acquisition and customer retention (loyalty) online depends on how long the retailer has been operating online; customer loyalty is created by implementing actions throughout the firm, rather than just relying on isolated marketing actions; communications with the customer should be at a frequency relative to customer purchasing frequency; and successful e-tailing practices consists of continually measuring and modelling customer sales, satisfaction and value, both in terms of absolute figures and trends. Keywords: online retailers; retail industry; loyalty strategies; loyalty marketing; internet; retailer-customer relationship; channel mix; consumers; e-tailing; marketing strategies; multi-channel marketing; e-loyalty; internet marketing; relationship marketing. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijitma:v:5:y:2006:i:4:p:279-294 Access Statistics for this article More articles in International Journal of Information Technology and Management from Inderscience Enterprises Ltd |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.