India Retail News

This paper studies customer loyalty as a concept - its business needs and its benefits. It then analyzes why Customer Loyalty has failed to deliver results, even though it held out a lot of promise. The paper then introduces Reverse Loyalty as a concept that can help in achieving true customer loyalty, while leveraging existing loyalty infrastructure. The main hypothesis of the concept paper is the lack of differentiation between retailers and the absence of any real value which retailers can demonstrate to their customers, leading to lack of loyalty and spread of purchases to different retailers by the customers.