A digitalizáció hatása a lojalitásprogramok felépítésére a nemzetközi élelmiszer- és napicikk-kiskereskedelemben
DOI:
https://doi.org/10.14267/VEZTUD.2020.09.01Keywords:
digitalization, loyalty program, retailingAbstract
Az utóbbi évek digitális forradalma nem hagyta érintetlenül a kiskereskedelmi vállalatok lojalitásprogramjait sem. A tanulmány célja, hogy megvizsgálja hogyan befolyásolta a digitalizáció a lojalitásprogramok felépítését. A kutatási kérdés megválaszolásához szekunder adatokat gyűjtöttek a szerzők európai és észak-amerikai élelmiszer- és nnapicikk-kiskereskedelmi vállalatok körében olyan digitális innovációkról, amelyek a lojalitásprogramokhoz kapcsolódnak. A kutatási eredmények rávilágítottak arra, hogy a digitalizáció jelentős változásokat okozott a lojalitásprogramok által megcélzott fogyasztói körben, ösztönzési rendszerében, kommunikációjában és a partnerstruktúrában. Legerőteljesebben az online és a mobiltechnológiák voltak hatással a kiskereskedelmi vállalatok lojalitásprogramjaira, amelynek révén lehetővé vált a lojalitásprogram-adatbázisok kialakítása, a fogyasztói magatartás előrejelzése, személyre szabott kedvezmények kialakítása és azok automatizálása. Ennek következtében a nemzetközi élelmiszer- és napicikk-kiskereskedelemben megkezdődött a lojalitásprogramok differenciálása szűkebb célcsoportnak kialakított tematikus programok elindításával, az ösztönzési rendszer személyre szabásával, szolgáltatásokkal való kiegészítésével, a kommunikációs tevékenységben a direktmarketing-eszközök használatával. A partnervállalatok között pedig megjelentek az informatikai vállalatok és a távközlési cégek, amelyek a jövőben digitális ökoszisztémákat hozhatnak létre.
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