A study of changing trends in customer loyalty programs in India

As we see in current scenario, retail business is getting excessive competitive. Even though retailers and business firms differentiate on basis of products and price but still these strategies remain imitable. In search of warding off the competition, firms focus on keeping their old customers intact rather than searching and spending on strategies for new customers always. A customer loyalty program is such tool which gives a reason for customers to stay loyal to your company if it has been devised in a proper way. With the advent of new trends among customers and the new technology adaptation, customer loyalty programs also have undergone lots of change and for good. In this paper we tried to understand these changing trends and its impact on business in Indian context.