The Value of Online Customer Loyalty and How You Can Capture It

A series of studies analyzing the online retail sector found that customer loyalty, measured in repeat purchases and referrals, to be the key driver of profitability for online businesses, even more so than for offline companies.

By Sarabjit Singh Baveja, Sharad Rastogi, Chris Zook, Randall S. Hancock and Julian Chu

Brief

The Value of Online Customer Loyalty and How You Can Capture It

By Sarabjit Singh Baveja, Sharad Rastogi, Chris Zook, Randall S. Hancock and Julian Chu

First published on abril 01, 2000
min read


In a series of joint studies analyzing the online retail sector, Bain & Company and Mainspring found customer loyalty, measured in repeat purchases and referrals, to be the key driver of profitability for online businesses, even more so than for offline companies. Bain and Mainspring surveyed Web shoppers within sectors including apparel, groceries, and electronics industries. Download PDF