Marketing Research of Effectiveness of Loyalty Programs of Retail Trade Enterprises

Abstract

The formation of customers/clients’ loyalty, along with the growth of the company's profitability, sales volume and market share, is one of the main objects of any business. The increase in competition makes companies to use actively different ways to attract and retain customers. The name – “incentive programs” - indicates that the main goal of these programs is to provide consumers with benefits. The best way to encourage people is to give them some benefit - material, emotional, psychological. The pandemic has shown the power of investing in the customer experience, that has driven brands and consumers to technology, and many marketers recognize that it will play a tremendous role in shaping the customer experience. Based on the relevance of the problem, the purpose, aim of the research is to research consumer loyalty to brands in the field of retail sales. In the research there is used a quantitative research method that is based on the questionnaire survey. This method definitely gives opportunity to study viewpoints of population in a measurable way. At Akaki Tsereteli State university, there was conducted a marketing research, 195 respondents were interviewed throughout the city – Kutaisi. The viewpoints of the clients surely and definitely confirm that those programs can be extremely effective in order to influence clients in the retail field. The majority of the clients say that they are strongly attracted by the self-service retail shops, if the program is quite attractive and offered products and services have high quality. Keywords: Loyalty, Loyalty program, pandemic, discount, brand.