FORMATION OF CUSTOMER LOYALTY AS A TOOL TO INCREASE THE COMPETITIVENESS OF LARGE RETAIL CHAINS

Abstract

The paper argues the expediency of developing and implementing a customer loyalty program for retail chains in order to increase the efficiency of their sales. The article systematizes the material on the different management approaches of two large retail chains to the formation of customer loyalty programs as a tool to increase their competitiveness in the Russian retail business. Some aspects of the methodology of designing loyalty programs by the relevant services of the Magnit and Pyaterochka networks, as well as the distinctive features of their promotional policy, are considered. Based on a systematic analysis of these programs from the buyer’s perspective, a conclusion is drawn about the advantages and disadvantages of their concept from the perspective of modern time frames.