MARKETING TOOLS FOR SMALL BUSINESS CUSTOMER RETENTION IN THE DIGITAL ENVIRONMENT AND DIGITAL INTERACTION
Main Article Content
Abstract
Introduction. In the conditions of rapid digitalization, one of the key challenges for small businesses is not only attracting customers, but also retaining them through continuous digital interaction. The development of social media, e-commerce, messengers, websites, digital advertising and online feedback has changed the logic of customer relationships. Customer retention is increasingly formed before the first purchase and depends on the quality of each digital contact between a business and a customer.
Purpose. The research aims to substantiate marketing tools for customer retention in small businesses under the conditions of the digital environment and digital interaction.
Results. The study substantiates that customer retention in small businesses should be considered as a continuous process of maintaining repeated interaction through digital channels, service solutions and communication practices. It has been determined that the key tools of customer retention include social media, e-commerce, personalized communications, loyalty programs, customer experience management and digital performance indicators. The importance of micro-moments in the digital customer journey has been identified, as they influence expectations, trust, purchase decisions and readiness for repeated interaction. It has been proved that trust, convenience, transparency of payment, delivery and return conditions, quick response to customer requests and positive online experience play a decisive role in customer retention.
Originality. The article proposes a comprehensive approach to customer retention in small businesses, which combines digital communication tools, customer experience, trust-building mechanisms, personalization and digital KPI. Unlike approaches focused mainly on sales stimulation, the proposed approach considers retention as a system of long-term digital interaction formed at all stages of the customer journey.
Conclusion. Customer retention in small businesses in the digital environment is ensured through the combination of trust, convenience, personalization, engagement, service quality and analytics. It has been determined that the main advantage of small businesses is their closeness to customers, which allows them to respond quickly to requests, adapt communication flexibly and build long-term relationships even with limited marketing resources. Further research should focus on developing methodological approaches to assessing the effectiveness of customer retention tools and studying the impact of CRM systems, chatbots, artificial intelligence, automated e-mail marketing and omnichannel communication on customer loyalty.
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