DIGITAL TRANSFORMATIONS OF LOYALTY PROGRAMS IN TRADING ENTERPRISES

Abstract

The development of retail, due to the emergence of new modern digital tools, is changing approaches to ensuring and managing consumer loyalty within the framework of the implementation of the concept of relationship marketing. Loyalty programs implemented by retail enterprises need to be transformed to ensure interaction with consumers in all available channels using the capabilities of artificial intelligence, machine learning and Big Data. The purpose of the article is to determine the prerequisites and directions of transformation of loyalty programs in accordance with the possibilities of using digital tools relevant for retail to ensure interaction with consumers within the omnichannel approach. The object of the research is loyalty programs of retail trade enterprises as a set of tools aimed at strengthening the positive experience of interaction with consumers and increasing their level of satisfaction with the offered services. The methods used in the research. Here are used methods of categorical analysis and synthesis to study theoretical approaches to determining the essence and features of omnichannel loyalty programs. In addition, the description of the transformation of loyalty programs required the use of the observation method to display market trends and vectors of their influence on the specified process, as well as specification - to highlight and characterize relevant digital tools. Research hypothesis. The development of technologies and the emergence of new digital tools in retail, along with changes in purchasing consumers’ behavior, necessitates the transformation of loyalty programs. The expediency of interacting with consumers at all possible touch points determines the relevance of an omnichannel loyalty program. Presenting main material. In order to form consumer loyalty, trade enterprises must ensure a high level of their satisfaction with the service process, which is associated with the use of influence opportunities with the help of special programs. Factors in the marketing environment change consumer requirements for loyalty programs, the use of new digital tools in retail allows for effective interaction within the scope of the omnichannel approach. The originality and practical significance of the research lies in proving the relevance of the transformation of loyalty programs using digital tools. Conclusions and perspectives of further research. The omnichannel loyalty program allows to increase the efficiency of retail trade enterprises. Digital tools implemented in omnichannel loyalty programs and the specifics of their application, in our opinion, are the subject of separate researches.