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An analysis of customer retention strategies in e-commerce fashion business in the UK: A case study of Primark

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  • Ologunebi, John

Abstract

This study provides a comprehensive analysis of customer retention strategies in the e-commerce fashion business in the United Kingdom, focusing on a case study of Primark. With the increasing trend of online shopping, customer retention has become a critical factor for the success of e-commerce businesses. The research will examine various customer retention strategies implemented by Primark; a prominent fashion retailer known for its low-cost clothing. By analyzing the company's practices, the study will uncover the factors influencing customer loyalty and retention in the highly competitive e-commerce fashion industry. Additionally, the research will investigate the effectiveness of Primark's customer retention strategies and identify areas for improvement. The findings will contribute to a better understanding of successful customer retention strategies in the e-commerce fashion sector and provide valuable insights for other businesses operating in a similar market. The paper also investigates the impact of these strategies on the company's overall performance and customer satisfaction levels. The study utilizes both quantitative data and observation methods to collect and analyze data from various sources such as literatures, surveys, and financial records. The findings of the research offer valuable insights to e-commerce fashion businesses in the UK on successful customer retention strategies. These findings can particularly be beneficial for those aiming to improve customer loyalty and sustain long-term profitability in the highly competitive fashion industry. The research aim of this thesis is anchored on the analysis of Primark’s customer retention strategies in e-commerce fashion business in the UK, and the need to validate the following research hypothesis: Hypothesis 1: Higher levels of customer satisfaction with Primark's online shopping experience result in increased customer loyalty and retention in the e-commerce fashion sector in the UK. Hypothesis 2: Primark's implementation of personalized product recommendations and targeted marketing campaigns positively influences customer retention rates in the e-commerce fashion business in the UK. Hypothesis 3: The utilization of data analytics and technology-driven strategies by Primark leads to improved customer retention rates compared to traditional methods in the e-commerce fashion industry in the UK.

Suggested Citation

  • Ologunebi, John, 2023. "An analysis of customer retention strategies in e-commerce fashion business in the UK: A case study of Primark," MPRA Paper 119040, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:119040
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    More about this item

    Keywords

    Digital marketing strategies; Customer retention strategy; social media engagement; search engine optimization (SEO); pay-per-click (PPC) advertising; email marketing campaigns; social media marketing; SWOT analysis; KPI; modern marketing;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M12 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Personnel Management; Executives; Executive Compensation
    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D

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