An evaluation of mobile personalization tactics on customer loyalty: Evidence from a retail platform in Lagos, Nigeria.
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Background of the study
Mobile personalization tactics have emerged as a pivotal strategy for enhancing customer loyalty in the highly competitive digital retail space. In Lagos, where mobile connectivity and e-commerce penetration are rapidly increasing, retail platforms are leveraging personalized mobile experiences to build deeper customer relationships. By tailoring content, offers, and product recommendations based on user data, these platforms aim to create a more relevant and engaging shopping experience. Recent studies indicate that personalized interactions not only increase satisfaction but also foster long-term loyalty, as consumers are more likely to return to platforms that understand and cater to their individual preferences (Adeyemi, 2023). The integration of advanced analytics and machine learning algorithms has enabled these platforms to deliver dynamic content in real time, thus reducing information overload and enhancing user retention. However, challenges such as data privacy concerns, algorithmic biases, and high implementation costs remain. This study explores the effectiveness of mobile personalization tactics in driving customer loyalty by analyzing behavioral metrics, repeat purchase patterns, and customer feedback. It also investigates how personalization influences brand perceptions and the overall shopping journey, offering insights into best practices for retail platforms in Lagos to strengthen their competitive edge (Okoro, 2024; Chinwe, 2025).
Statement of the problem
Retail platforms in Lagos face challenges in sustaining customer loyalty due to generic marketing practices that fail to address individual consumer needs. Although personalization promises increased engagement, many platforms struggle with inaccurate data segmentation and privacy issues, which can lead to suboptimal personalization outcomes and diminished trust. The absence of a fully integrated personalization strategy often results in inconsistent user experiences and lower repeat purchase rates. This study seeks to identify the key barriers that prevent effective mobile personalization tactics and to evaluate their impact on customer loyalty, aiming to bridge the gap between consumer expectations and current marketing practices (Adeyemi, 2023; Chinwe, 2025).
Objectives of the study:
To evaluate the impact of mobile personalization tactics on customer loyalty.
To identify challenges in implementing effective personalization strategies.
To propose recommendations for optimizing mobile personalization for retail platforms.
Research questions:
How do mobile personalization tactics influence customer loyalty?
What are the main challenges in implementing personalization on retail platforms?
What strategies can improve the effectiveness of mobile personalization?
Significance of the study
This study is significant as it provides actionable insights into leveraging mobile personalization to enhance customer loyalty on retail platforms in Lagos. The findings will guide marketers in developing targeted personalization strategies that drive repeat purchases and strengthen brand connections, thereby boosting competitive advantage in a rapidly evolving digital market (Chinwe, 2025).
Scope and limitations of the study:
The study is limited to a single retail platform in Lagos and focuses exclusively on mobile personalization tactics and their impact on customer loyalty, without addressing other marketing channels or external market factors.
Definitions of terms:
Mobile Personalization Tactics: Strategies that tailor mobile content and offers based on individual user data.
Customer Loyalty: The propensity of consumers to repeatedly purchase from a brand.
Retail Platform: An online service that facilitates the buying and selling of products.
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