PERSONALISED OFFERS IN DIRECT MARKETING: IMPACT ON SALES AND CUSTOMER LOYALTY

Mamatkulova Shoira Djalolovna

GREEN ECONOMY AND DEVELOPMENT, 2026, vol. 4, issue 6

Abstract: This article examines the role of personalised offers in direct marketing and their impact onconsumer behavior. Modern approaches to personalisation based on data analytics and artificial intelligenceare analysed, along with their effectiveness in increasing sales and strengthening customer loyalty. Examplesof successful personalisation strategies used in email marketing, SMS campaigns, push notifications, andtargeted advertising are presented. Particular attention is paid to the influence of personalised offers onconsumer engagement, brand trust, and the development of long-term customer relationships

Keywords: personalisation; direct marketing; customer loyalty; sales; targeted advertising; email marketing; artificial intelligence; consumer behavior; personalised offers; digital marketing. (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:teu:ged000:v:4:y:2026:i:6:id:10828

DOI: 10.5281/zenodo.20594888

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