Customer Loyalty Programs and Their Effectiveness in The Retail Sector

The purpose of the article is to examine the role as well as the effectiveness of customer loyalty programs in the retail sector within several contexts. In order to increase market competition, digital transformation and changing consumer behavior the customer loyalty programs are essential. Furthermore, the study highlights loyalty programs as an important strategic marketing instrument which helps to business people increase customer retention, stimulate repeating purchases, and strengthen long-term relationships with consumers.

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