Email Marketing for Long-term E-commerce Customer Retention

Focusing on a case study of Primark, this paper offers a thorough investigation of client retention tactics in the e-commerce fashion company in the United Kingdom. Customer retention is now a major determinant of e-commerce companies' performance given the growing tendency of online buying. The study will look at several client retention techniques 

used by Primark, a well-known apparel company noted for its reasonably priced goods.Examining the company's policies will help the research identify the elements affecting consumer loyalty and retention in the very competitive e-commerce sector. The study will also look at Primark's customer retention policies and point up areas needing work. The results 

help to clarify effective client retention techniques in the e-commerce fashion industry and offer insightful analysis for other companies functioning in a related market. The research also looks at how various approaches affect customer satisfaction levels and general performance of the business.The study gathers and examines data from several sources literatures, 

polls financial records using both quantitative

data and observation techniques. The results of the study provide insightful analysis for UK e-commerce fashion companies looking at effective customer retention techniques. These results can especially help businesses trying to raise client loyalty and maintain long-term profitability in the very competitive fashion business.A few of these initiatives consist:hion 

supplies accessible.A lately turned on online presence: Over the past few years, Primark has created a user-friendly website including a blog, a loyalty program, and a social media presence that easily allows custoer involvement.Good client service mark. Businesses in this category have come to see how crucial customer retention techniques are to keeping a 

devoted clientele and raising their general profitability. Customer retention, then, is the capacity of a company to keep its current clientele over a designated length of time (Kumar & Shah, 2004). In the e-commerce fashion sector, where drawing in fresh consumers may be expensive and difficult, this is very vital.Renowned for its reasonably priced goods and 

contemporary accessories and clothing

Primark is one of the top fashion stores in the United Kingdom. Primark struggles to keep consumers in the quickly evolving and very competitive e-commerce scene even with its popularity and success. Therefore, knowing how Primark keeps a devoted customer base among intense competition depends on studying its customer retention policies. Effective 

approaches for improving customer retention in the e-commerce fashion company have been identified as personalizing and customizing. A research by Verhoef et al. 2017 indicates that customizing the online experience with tailored product recommendations and personalized communications can greatly affect client retention. Retaining consumers in the e-commerce 

sector depends much on customer relationship management, or CRM. To keep customer happiness and loyalty, a research by (Gummerus et al, 2017) underlined the need of handling client comments and feedback. To improve client retention, Primark could underline efficient CRM techniques including active communication, quick response to questions, and 

of consumer problems The e-commerce

fashion sector has extensively used loyalty programs and incentives to inspire repeat business and client loyalty.Lewis, 2004's research underlined how crucial loyalty points, special discounts, and referral systems are as means of keeping customers. Primark can set and maximize loyalty programs to honor their consumers, so boosting loyalty and consequent intentions for repurchase. Customer retention measures give information on how well e-

commerce fashion companies' implemented strategies work. Key performance indicators (KPIs) including customer lifetime value (CLV), repeat purchase rate, and churn  ratesuggested by a 2003 Reinartz and Kumar study—were shown to be useful benchmarks for evaluating customer retention.Using these benchmarks, Primark can assess how well its customer retention policies work and pinpoint areas needing work. Any e-commerce 

must retain customers, but in the fashion business where new trends and goods are always arriving this is more crucial. According to (Chargebee, 2022), e-commerce companies have a 26% average client retention rate. Still, the average consumer retention rate for fashion stores is just 13%. Fashion stores are thus losing out on a lot of possible income by not 

Conclusion

implemented e-commerce strategy buI would want to thank God for the success of this project and for His grace showing itself upon me during my master's degree. Over my master's degree and my dissertation, my supervisor, Dr. Tahir Mushtaq, has been really helpful and mentors me greatly. His knowledge and readiness to commit time and effort to help me grow have been absolutely inspirational. I would want to sincerely thank you to my 

wife, Okukwe, for her constant support and understanding during all the trying circumstances. Her support over my master's degree makes me extra appreciative since without her it would have been much more difficult to go through. To my family and friends who supported me  during the highs and lows of this study project, I sincerely thank you.I appreciate the 

participants of my research project for so kindly sharing their time and ideas, which helps me to compile important information for my analysis. The success of my project has much depended on their eagerness to help.siness in the UK and the necessity to confirm the following research hypothesis Customer retention measures give information on how well e-