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Online retail loyalty strategies

journal contribution
posted on 2006-01-01, 00:00 authored by R Cuthbertson, Kerrie BridsonKerrie Bridson
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.

History

Journal

International journal of information technology and management

Volume

5

Issue

4

Pagination

279 - 294

Publisher

Inderscience Enterprises Ltd.

Location

Olney, England

ISSN

1461-4111

eISSN

1741-5179

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2006, Inderscience Enterprises Ltd.

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