Customer Loyalty Programs and Co- branding:Differentiating strategies in Retail Stores
Abstract
“Indian consumer behavior has evolved over the years based varyingly on merchandise assortment, convenience and experiential delight from price considerations. The aspiration driven demand for goods and services has risen transforming the consumer behavior: Retailers are striving to develop differentiating strategies to deepen customer loyalty. Managing customer information and its effective utilization is likely to emerge as the key differentiator for retailers. This paper gives an overview of need for customer loyalty and differentiated loyalty programs adopted by Indian Mega Retailers.”
Authors
Vibhuti Tripathi, Shikha Sondhi