Author:

Victor Ye. Kovalev, Ural State University of Economics, Ekaterinburg, Russia

Kseniya V. Novikova, Perm State University, Perm, Russia

Ekaterina A. Antineskul, Perm State University, Perm, Russia

Abstract:

Increasing the efficiency of communications with customers maintains the economic development and growth in the services and food retail industry. One way to succeed in this objective is introducing digital technologies for interaction with clientele. The paper aims to assess the efficiency of the customer loyalty programmes in food retail that are based on digital technologies. Methodologically, the study relies on the system approach, the relationship marketing, and the organisational economics. The index method and comparative analysis are applied to examine the data on customer loyalty programmes of ten food retailers. Comparison of these data reveals the most prevalent tools for attracting customers and helps create a conceptual model of the CRM system that provides for a combination of these tools. Following these findings, the paper specifies the indicators for examining the efficiency of the customer loyalty programmes and develops recommendations on refining the operation of CRM systems by retailers. The research results may become a basis for creation, implementation, and assessment of loyalty programmes of retail chains, which are targeted at enhancing the quality of interaction with clientele.

Keywords: economic development; efficiency; retail; food retail; loyalty programme; CRM system.

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For citation: Kovalev V. E., Novikova K. S., Antineskul E. A. (2022). Efficiency of customer loyalty programmes in the food retail industry. Journal of New Economy, vol. 23, no. 4, pp. 121–136. DOI: 10.29141/2658-5081-2022-23-4-6. EDN: WGAGTP