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Online retail loyalty strategies

Author

Listed:
  • Richard W. Cuthbertson
  • Kerrie Bridson

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.

Suggested Citation

  • Richard W. Cuthbertson & Kerrie Bridson, 2006. "Online retail loyalty strategies," International Journal of Information Technology and Management, Inderscience Enterprises Ltd, vol. 5(4), pages 279-294.
    • Handle: RePEc:ids:ijitma:v:5:y:2006:i:4:p:279-294
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    Cited by:

    1. Clara Benevolo & Elena Morchio, 2015. "La qualit? della comunicazione via web per la promozione del turismo nautico," ECONOMIA E DIRITTO DEL TERZIARIO, FrancoAngeli Editore, vol. 2015(2), pages 291-313.
    2. Yasin, Mahmoud & Liébana-Cabanillas, Francisco & Porcu, Lucia & Kayed, Rasem N., 2020. "The role of customer online brand experience in customers' intention to forward online company-generated content: The case of the Islamic online banking sector in Palestine," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).

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