Digital strategies that build loyalty: The role of digital marketing in customer retention (#1915)

Authors

Bazán-Torres, Nataly A.

Malpica-Rodríguez, Manuel E.

Pérez-Aguilar, Jair M.

Abstract

The objective of this study is to analyze the effect of implementing digital strategies on customer loyalty in a footwear company located in Trujillo. The company faced a low loyalty rate due to the limited attention paid to its digital channels, which are a key source for customer acquisition. The research adopted a quantitative, explanatory and pre-experimental approach, with a sample of 30 customers selected between September and October 2024. For data collection, surveys were applied before and after the implementation of the digital marketing plan. This plan was developed using the SOSTAC methodology, allowing a structured approach based on a situational analysis and specific objectives. The results showed a significant improvement in the perception of the company's digital advertising, reaching 96.7% acceptance. In addition, customer loyalty increased from 40% to 60%, reflecting a higher level of recurrence in purchases. The hypothesis validation was carried out using the paired T statistical test, obtaining a significance value of 0.000008, which confirms a positive and significant impact of the implemented strategies. It is concluded that the implemented digital strategies have had a positive effect on customer loyalty, underlining the importance of optimizing digital channels to strengthen the relationship with consumers and improve their loyalty to the brand.