Version 1
: Received: 30 May 2022 / Approved: 2 June 2022 / Online: 2 June 2022 (05:09:15 CEST)
How to cite:
Cattrall, D.; Castello, S. Using Social Media to Build the Loyalty Loop in Omnichannel Retail. Preprints2022, 2022060027. https://doi.org/10.20944/preprints202206.0027.v1
Cattrall, D.; Castello, S. Using Social Media to Build the Loyalty Loop in Omnichannel Retail. Preprints 2022, 2022060027. https://doi.org/10.20944/preprints202206.0027.v1
Cattrall, D.; Castello, S. Using Social Media to Build the Loyalty Loop in Omnichannel Retail. Preprints2022, 2022060027. https://doi.org/10.20944/preprints202206.0027.v1
APA Style
Cattrall, D., & Castello, S. (2022). Using Social Media to Build the Loyalty Loop in Omnichannel Retail. Preprints. https://doi.org/10.20944/preprints202206.0027.v1
Chicago/Turabian Style
Cattrall, D. and Simone Castello. 2022 "Using Social Media to Build the Loyalty Loop in Omnichannel Retail" Preprints. https://doi.org/10.20944/preprints202206.0027.v1
Abstract
Customers make purchases through a multi-stage, omnichannel process, which now extends to social media. A loyalty loop can be achieved when an existing customer bypasses the initial stages –consider and evaluate– to make a direct purchase. However, to build that loyalty loop, a retailer must embrace techniques and software across social media marketing, social CRM, and omnichannel CRM. Reviewing literature from academic researchers and industry practitioners, this paper identifies emerging industry trends and discusses an illustrative case study of a UK digital retailer. The importance of social media for omnichannel retailing and building loyalty is highlighted and discussed.
Keywords
omnichannel CRM; social CRM; social media marketing; retail
Subject
Business, Economics and Management, Marketing
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
