An evaluation of product marketing experiments on customer retention: Evidence from a retail chain in Kano, Nigeria.
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Background of the study
Product marketing experiments are innovative strategies used by retail chains to test various approaches aimed at enhancing customer retention. In Kano, retail chains are increasingly conducting controlled experiments—such as A/B testing of promotional offers, personalized communication, and in-store interactive displays—to determine the most effective strategies for retaining customers. These experiments enable retailers to measure customer responses in real time and make data-driven decisions that improve long-term loyalty (Adeniyi, 2023). By experimenting with diverse marketing tactics, retailers can identify which initiatives most effectively create a satisfying shopping experience and foster repeat purchases. Moreover, the insights gained from these experiments help in tailoring future campaigns to better meet consumer needs, thereby reducing churn and enhancing retention rates (Ibrahim, 2024). As competition intensifies, the ability to adapt marketing strategies based on experimental feedback becomes a crucial factor in maintaining a loyal customer base. This study evaluates the impact of various marketing experiments on customer retention, analyzing the effectiveness of different strategies and providing actionable recommendations for retail chains in Kano.
Statement of the problem
Despite the increasing use of marketing experiments, many retail chains in Kano face challenges in linking these initiatives directly to improved customer retention. The absence of standardized metrics and the variability of experimental outcomes make it difficult to assess the true impact of these strategies (Obi, 2023). Additionally, factors such as inconsistent implementation and external market influences may dilute the measurable effects of experiments on retention rates. This study seeks to address these issues by investigating the relationship between product marketing experiments and customer retention, identifying the most successful strategies, and highlighting challenges that limit the effectiveness of experimental approaches (Chinwe, 2024).
Objectives of the study:
To assess the impact of marketing experiments on customer retention.
To identify effective experimental strategies that enhance customer loyalty.
To recommend improvements for optimizing marketing experiments in retail.
Research questions:
How do product marketing experiments influence customer retention?
Which experimental strategies are most effective in retaining customers?
What challenges hinder the success of marketing experiments?
Significance of the study
This study is significant as it provides empirical insights into how product marketing experiments can enhance customer retention for retail chains in Kano. The findings will assist marketers in designing experiments that yield higher retention rates and foster customer loyalty. By linking experimental strategies with measurable outcomes, the research contributes to academic literature and offers practical recommendations for improving marketing effectiveness in competitive retail environments (Adeniyi, 2023).
Scope and limitations of the study:
Limited to the topic only.
Definitions of terms:
Marketing Experiments: Controlled tests of marketing strategies aimed at evaluating effectiveness.
Customer Retention: The ability of a company to retain its customers over time.
Retail Chain: A series of retail outlets operating under a common brand.
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