An evaluation of loyalty program innovations on customer retention: Evidence from a fashion retailer in Kano
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Background of the Study:
Innovations in loyalty programs are increasingly vital for maintaining competitive advantage in the fashion retail sector. Fashion retailers in Kano are leveraging new technologies and creative program designs to enhance customer retention. These innovations include mobile-based rewards, personalized discount systems, and gamified loyalty initiatives that encourage repeat purchases (Suleiman, 2023). By integrating digital platforms, retailers can track customer behavior and offer tailored incentives that resonate with individual preferences. Such programs not only drive repeat purchases but also build long-term customer relationships by creating a sense of exclusivity and belonging. As consumer expectations evolve, innovative loyalty programs have become critical in differentiating fashion brands in a crowded market. This study evaluates the impact of these loyalty program innovations on customer retention, investigating how advanced features and personalized rewards contribute to long-term loyalty and improved customer lifetime value (Ibrahim, 2024).
Statement of the Problem
Although loyalty program innovations are widely implemented, their direct impact on customer retention in the fashion retail sector of Kano is under-researched. Retailers struggle to measure the effectiveness of these innovative initiatives due to the lack of standardized metrics and evaluation frameworks. This uncertainty makes it challenging to optimize loyalty programs and justify further investment in new technologies. The study aims to bridge this gap by providing empirical evidence on the relationship between loyalty program innovations and customer retention (Adebola, 2023).
Objectives of the Study
To evaluate the impact of loyalty program innovations on customer retention.
To identify key innovative features that drive long-term loyalty.
To recommend strategies for optimizing loyalty programs in fashion retail.
Research Questions
How do loyalty program innovations affect customer retention in fashion retail?
What innovative features are most effective in promoting long-term loyalty?
How can fashion retailers optimize loyalty programs to enhance customer retention?
Significance of the Study
This study is significant as it offers valuable insights into how loyalty program innovations can improve customer retention in the fashion retail sector. The findings will help retailers in Kano to design more effective programs that enhance customer loyalty and drive sustainable business growth (Suleiman, 2023).
Scope and Limitations of the Study
This study is limited to a fashion retailer in Kano, Nigeria, focusing solely on loyalty program innovations and their impact on customer retention. It does not extend to other sectors or regions.
Definitions of Terms
Loyalty Program Innovations: New and creative approaches to rewarding repeat customers.
Customer Retention: The ability of a business to keep its customers over time.
Fashion Retailer: A company that sells clothing and accessories directly to consumers.
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