Analysis of customer retention factors in the women’s footwear segment on e–commerce platforms

Abstract

The article systematizes and analyzes the factors that affect customer retention in the women’s footwear segment on e–commerce platforms. The relevance of the topic is determined by transformational processes in this area, characterized by permanent modification of consumer strategies, as well as the need to develop innovative approaches to customer interaction. The problem focuses on a comprehensive analysis of the conceptual foundations, identification of the system–forming conditions that determine loyalty in the digital economic space. The study revealed the main contradictions between: the technological capabilities of platforms and the real needs of customers; mass marketing strategies and the demand for individualization; information redundancy and the quality of communicative interaction. Main conclusions: customer retention is a multifactorial system that requires a thoughtful approach, strategic vision (in connection with which the author’s recommendations on strategy development are proposed); technological innovations should be based on a deep understanding of consumer psychology; The communicative steps and actions of the platform are fundamentally more important than the technical characteristics of the product. The article will be useful for managers of electronic trading platforms, marketers, researchers in the field of digital economy, specialists in consumer behavior, developers of conceptual models of client–centered interaction, the potential of which extends to various online resources in the segment of women’s shoes.