Research on the Need to Implement and Develop a Consumer Loyalty Program in a DIY Format

Student: Almaz Askhatzyanov

Educational Programme: Retail Management (Master)

Year of Graduation: 2024

This work is devoted to the implementation and development of a consumer loyalty program in a DIY network located in the region. It so happened that the market of construction and finishing materials lags behind the food retail in the development and implementation of modern technologies. If federal players in grocery retail in the regions have imposed certain trade standards, then sellers of DIY goods are in no hurry to follow new trends. And as practice has shown, construction and finishing materials stores pay minimal attention to the issue of increasing customer loyalty. In this paper, you can find answers to questions such as: Why should regional retailers pay attention to the development of consumer loyalty? What tools can be implemented in the work? What activities should be carried out to promote the loyalty program?

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