IMPROVING MARKETING PROMOTION TO RETAIN CUSTOMER BASE AND INCREASE REPEAT PURCHASES: A CASE STUDY: A LOCAL RETAIL STORE IN SINGBURI PROVINCE

Abstract

Today's retail business is facing many issues that affect its operations and growth potential, including changes in consumer behavior, competition in the retail market, especially the introduction of various technologies such as e-commerce, online shopping applications or platforms that provide convenient and fast services. This research article purposes were 1) to study the marketing promotion management of a retail business case study; and 2) to present the recommendations for improving marketing promotion to the executives. This research was a mixed-methods research. For the quantitative research, the population was the 75,000 customers of retail stores in the database; the sample group was the 385 customers (Krejcie & Morgan). And the qualitative research, key informants were the two retail business executives. The research instruments were the questionnaire and the structured interviews form. The data analysis statistics were the descriptive statistics, inferential statistics, non-parametric statistics, and content analysis.

          The research findings were:  

          1.The retail business promotions management, customer loyalty activities for lucky draws, special price product promotions, and new product trial giveaways had the positive relationship and impact on overall marketing performance.

          Conclusion of the research results: the most customer groups intend to be customers of the department store and want to make repeat purchases, the most customer groups were satisfied with their decision to buy products when the products had quality and variety, customers collected points to win prizes, and special price products were organized to attract repeat purchases.

          2.The recommendations: the products should be diverse, have special prices, and the prizes should be diverse.