Online retail loyalty strategies

Cuthbertson, Richard W. and Bridson, Kerrie 2006, Online retail loyalty strategies, International journal of information technology and management, vol. 5, no. 4, pp. 279-294, doi: 10.1504/IJITM.2006.012042.

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Title Online retail loyalty strategies
Author(s) Cuthbertson, Richard W.
Bridson, KerrieORCID iD for Bridson, Kerrie
Journal name International journal of information technology and management
Volume number 5
Issue number 4
Start page 279
End page 294
Publisher Inderscience Enterprises Ltd.
Place of publication Olney, England
Publication date 2006
ISSN 1461-4111
Keyword(s) online
Summary 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.
Language eng
DOI 10.1504/IJITM.2006.012042
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2006, Inderscience Enterprises Ltd.
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