research with statistics, observations and secondary data (Ayiro 2012, 207). The data collection types used are field research (which includes survey, observation and experiment), and interviews. Interviews and surveys are widely-used methods for the thesis. The interview may also vary, however, the in-depth interview will be used, for a personalized and precise gathering of data. Surveys are also personalized, as the authors of the document created the
questionnaires themselves. Once the information is gathered, the analysis should be done by coding. Coding means highlighting the main points of the interview and show the outcome in a clear way, and understand the result easily. The result of the coding should then be a list of all highlighted parts, written as “categories”, which are the main outcome of the study. (Taylor, Bogdan & DeVault 2015, 172.) 1.5 Thesis structure The thesis structure describes the thesis
steps. First of all, theories regarding the consulting industry are explained. After that, the empirical part describes the results. The thesis is divided into main sections: the theoretical part and the empirical part, as seen from Figure 2, below It is followed by the thesis objectives and includes the goal set. In the same part, the research question and sub-questions are revealed, in order to obtain precise answers. The theoretical framework outlines the theories
Marketing communication and effective
systems for customer relationships management, Becker et al. 2018 Engah (Chen and Xie, 2008) similarly mostly depends on social media connection and influencer marketing; consumer involvement improves customer loyalty. Regular communication and participation across different media help to foster brand loyalty and keep consumers connected to the brand. Maintaining consumers in the e-commerce space also rely on creating a feeling of
community. Usually, brands that enable their customers to sense community and belonging help to explain better customer retention rates. You will be able to accomplish this by using social media channels, online forums, or even planning virtual events where consumers might interact and share their experiences. A 2017 Pansari and Kumar study stressed the significance of community in developing consumer loyalty.Moreover, in the e-commerce
industry excellent customer service is still rather important.Quick responses to concerns, effective problem-solving, and hassle-free return policies all help to dramatically increase customer satisfaction and retention. A 2020 Keiningham et al. study links high-quality customer service to rising customer retention rates in e-commerce; this is particularly true of the fashion sector, which has been disproportionately impacted globally. Clear migration
Toward online purchase resulted from
restrictions on movement and the closure of physical retail stores around the United Kingdom. This shift raises serious questions about consumer retention in the online market. This study aims to examine client retention strategies applied by UK fashion retailers, particularly in the post-pandemic phase, and assess their effectiveness. In e-commerce, customer retention mostly hinges on good customization. By providing tailored recommendations based on
consumer browsing behavior and buying patterns, fashion businesses could increase customer involvement and loyalty. This strategy helps stores to offer a more tailored buying experience, so improving their consumer interactions (Ghose & Han, 2014). Post-Pandemic customer expectations have shifted. Fashion businesses stressing on providing a perfect and
fascinating online experience would help to retain their consumer base (Halibas et al, 2023). Elements like responsive customer service, simple navigation, interactive features, and properly built websites can greatly affect consumer pleasure and loyalty.Loyalty incentive programs have shown effective in the e-commerce industry in maintaining customers. By giving discounts, unique offers, and individualized advantages to loyal customers, fashion
Retailers can inspire value and repeat business
(Javed and Wu, 2020). Social media channels have developed into indispensable tools for consumer contact and retention in the fashion industry. By building a strong social media presence and partnering with influential fashion bloggers and celebrities, retailers may increase brand awareness, attract fresh business, and retain their present customerele (Meek et al, 2019). Particularly in front of the COVID-19 outbreak, client retention in the
e-commerce fashion industry in the United Kingdom has been a main concern. The epidemic has had a significant impact on the fashion industry since many physical retail stores have either shuttered permanently or momentarily. E-commerce has thus evolved as a required path for fashion retailers to reach their customers and maintain their business. In the e-
commerce style of business, customer retention entirely depends on developing intimate relationships with customers. Good customer interactions clearly increase customer loyalty and retention, according to research by Verhoef et al. (2017). To do this, fashion retailers have to provide unique experiences, engage with customers in many media, and strengthen a feeling of community. Personalizing is quite important in the e-commerce industry since it
Conclusion
allows stores to offer tailored experiences based on specific consumer preferences. Using consumer data and technologies like machine learning, retailers may create customized products, run focused campaigns, and devise original marketing methods. This degree of personalizing enhances the total client experience, therefore improving the retention rates. Retention of customers likewise depends mostly on interaction. Fashion retailers can use
many channels including email, social media, and mobile apps to keep customers interested and informed about new products, special deals, and impending events. Research starting and maintaining consumers in the e-commerce fashion sector shows differently (Ahmad et al, Changes in consumer retention strategies in the e-commerce industry reflect technological advancements. By means of its personalizing ability, tailored and immersive shopping
experiences presented by AI-based recommendation systems and virtual tryon technologies help to raise consumer retention rates. By means of data analytics and machine learning, businesses also can identify consumer preferences and behavior patterns for effective retention strategies Directly related to customer retention is the financial profitability of e-commerce fashion firms. Studies have revealed a positive link between customer retention
and income growth). Increased client lifetime value and profitability derive from higher consumer loyalty and recurring transactions (Reinartz & Kumar, 2018). Customer retention is quite important for the success of UK e-commerce fashion businesses. Companies who focus on uniqueness, customer satisfaction, and trust will be able to retain their customers
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