Estrategia de marketing relacional omnicanal para incrementar la lealtad del cliente en el comisariato vc en el empalme

Abstract

CONDITION FOR PUBLICATION OF PROJECT. Today small and medium-sized businesses in the retail sector face a competitive environment characterized by digitalization, changing consumer needs, and the evolution of the forms of contacts channels. The development of the chosen topic is based on understanding the specific dynamics of the local market and adapting sales tactics to the real needs of customers, creating a virtuous cycle of continuous improvement, satisfaction, and growth. The overall objective is to design an omnichannel relationship marketing strategy that increases customer loyalty at the “Comisariato VC”, through the integration of digital and in-person channels, strengthening customer communication and experience. The research was conducted using a mixed, descriptive-exploratory approach, which allowed for a broad, realistic, and contextualized view of the opportunities for improvement within the “Comisariato VC”. Data were collected using techniques such as questionnaires and instruments such as interviews and surveys. Using the tools described above, the presumption that an omnichannel relationship marketing strategy was necessary to build customer loyalty for the Comisariato VC was reinforced. Among the most relevant conclusions, it was found that the quality of customer service and a value-added service offering are fundamental factors for the business to compete efficiently and effectively in the dynamic retail sales market. The omnichannel relationship marketing plan proposed for the Comisariato VC presents a high degree of consistency between the initial assessment, customer preferences, and the selected tactics. Keywords: Marketing, Omnichannel, Loyalty, Customers.