An assessment of personalized marketing on customer retention: Evidence from an e-commerce platform in Kaduna
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Background of the Study:
Personalized marketing leverages customer data to tailor communication, product recommendations, and promotional offers to individual preferences. In the e-commerce sector in Kaduna, personalized marketing strategies have become a critical tool for enhancing customer retention. By delivering customized experiences, online retailers can create a sense of relevance and connection that fosters repeat purchases (Adeniyi, 2023). E-commerce platforms are increasingly utilizing artificial intelligence and data analytics to segment their customer base and predict purchasing behavior. This targeted approach not only improves the shopping experience but also reduces customer churn by addressing specific needs and preferences. As competition intensifies in the digital marketplace, personalized marketing offers a strategic advantage by building deeper relationships with consumers. This study examines the impact of personalized marketing initiatives on customer retention within an e-commerce platform in Kaduna, focusing on the effectiveness of tailored offers and communications in enhancing loyalty and lifetime value (Ibrahim, 2024).
Statement of the Problem
Despite the widespread adoption of personalized marketing, there remains limited empirical research on its effect on customer retention in the e-commerce sector of Kaduna. Retailers face challenges in isolating the impact of personalization from other marketing efforts, and many lack the tools to measure the long-term benefits of tailored strategies. This gap creates uncertainty regarding the ROI of personalization initiatives and hinders the optimization of customer retention strategies (Chinwe, 2023).
Objectives of the Study
To assess the impact of personalized marketing on customer retention.
To identify the key elements of personalization that drive repeat purchases.
To provide recommendations for enhancing customer retention through tailored marketing.
Research Questions
How does personalized marketing influence customer retention on an e-commerce platform?
What elements of personalization are most effective in driving loyalty?
How can e-commerce retailers optimize personalization to improve retention?
Significance of the Study
This study provides critical insights into the benefits of personalized marketing for customer retention in e-commerce. The findings will help online retailers in Kaduna refine their personalization strategies to enhance loyalty, increase customer lifetime value, and improve overall competitive positioning (Adeniyi, 2023).
Scope and Limitations of the Study
This study is limited to an e-commerce platform in Kaduna, Nigeria, and does not extend to other industries or regions.
Definitions of Terms
Personalized Marketing: Marketing efforts tailored to individual customer preferences and behaviors.
Customer Retention: The ability of a company to maintain ongoing relationships with its customers.
E-commerce Platform: An online system that facilitates the buying and selling of goods and services.
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