A Study on the Loyalty Market in E-Commerce Business
Himank Bajpai, Anita Venaik · Apple Academic Press eBooks · 2023
The study is an extension to my previous research paper on Customer Rela-tionship Management and Loyalty Programs in Indian Business. This report emphasizes the framework of E-commerce Business and the Loyalty Program in depth and how do these both combine to form an effective business strategy to win customers, increase the transaction value as well as the basket value for a customer. It also talks about various components such as pillars of the E-commerce Business, how to drive repeat purchases using gift vouchers, coupons, point system. Considering the current pandemic, the market has seen its rise and fall; businesses have seen a change management toward the customer purchases as well as repeat purchases. Most of the businesses have gone online and physical setup has been the least priority for majority of the businesses. Optimistically, most of the businesses have leveraged the opportunity to automate their offerings and make the most out of it by cutting their cost. 160 Hence, the paper would also talk about the COVID strategy opted by various brands to increase their return of investment into their line of businesses. The competitive environment has forced the industries to expand the e-commerce business on larger scale and come up with various strategies to meet the supply and demand. We will study the mix of e-commerce framework and the loyalty market framework as a unified solution to drive the change management in the system basis few loyalty strategies.