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Management of Client Loyalty at the Retail Point of Sale
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Author(s): Edna Mngusughun Denga (American University of Nigeria, Yola, Nigeria)and Hafsat Sadiq Ahmed (American University of Nigeria, Yola, Nigeria)
Copyright: 2023
Pages: 19
Source title:
Management and Marketing for Improved Retail Competitiveness and Performance
Source Author(s)/Editor(s): José Duarte Santos (Accounting and Business School, Polytechnic of Porto, Portugal), Inês Veiga Pereira (Accounting and Business School, Polytechnic of Porto, Portugal)and Paulo Botelho Pires (Centre for Organizational and Social Studies, Polytechnic of Porto, Portugal)
DOI: 10.4018/978-1-6684-8574-3.ch005
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Abstract
The cornerstone for success in retailing is to establish a compelling retail shopping experience, and identifying the appropriate technologies to support that experience is pivotal for sustaining a competitive edge. The retail industry is undergoing an evolution as a function of the informed customer, demographic shifts, evolving consumer tastes and preferences, internet commerce, and innovative retail formats. Modern retailers with contemporary service techniques are rapidly entering the market to appeal to customers with diverse interests and preferences. Retailers need to innovate and differentiate themselves in today's red ocean market. Consumers have grown in importance; thus, stores have to be adept at maintaining their existing customers while also identifying potential ones. Hence, the issue of customer loyalty comes into the picture. The retail industry is a fast-moving one, and retailers are always exploring novel methods to enhance their offerings. Installing retail POS systems allows retailers to boost customer experience, culminating in customer loyalty.
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