CUSTOMER RETENTION STRATEGIES IN E-COMMERCE: INSIGHTS FROM PURCHASING INTENTION DATA

Abstract

E-commerce has witnessed exponential growth in recent years, becoming a dominant force in retail. However, with this growth comes intense competition, making customer retention a critical focus for e-commerce businesses. Retaining customers is not only cost-effective but also contributes significantly to long-term business success and profitability. The concept of customer retention has been integral to business strategies across various industries for centuries. The challenge lies in developing effective customer retention strategies tailored to the unique dynamics of e-commerce. This requires a deep understanding of customer behavior, preferences, and purchasing intentions. Analyzing purchasing intention data provides valuable insights that can inform targeted strategies to keep customers engaged and loyal.