Targeting customers.

Commerce players have a compelling economic incentive to retain customers, because it is more expensive to acquire new customers than it is to retain existing ones.

Targeting Customers

A new paradigm for customer acquisition and loyalty?

Phil DwyerJupiter Communications, United Kingdom.

LOYALTY INCREASES IN IMPORTANCE BUT GOES BEYOND STRUCTURED PROGRAMS

Commerce players are focusing their energy on driving transactions, but this is only the first step in building a loyal relationship with consumers. Online consumers have marginally embraced new online-only loyalty initiatives but have not, in most cases, exhibited the same level of loyalty demonstrated in traditional channels. Obstacles preventing loyalty primarily center on gaps in core product, site, and servicing functionality.

COMMERCE PLAYERS USE VARIED TACTICS TO DRIVE TRANSACTIONS

To drive transactions, commerce players...

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