Abstract:

With the influence of today’s technology and globalization, the number of brands and competition in the ready-made clothing industry market is increasing and the frequency and preferences of consumer’s shopping channels are changing. The preservation and development of customer loyalty and the acquisition of new customers for today’s ready-made clothing brands is becoming more important every day. Customer commitment, sales and profitability are continuously increased in order to promote customer relationship management practices. It is believed that regular communication with consumers is effective for brand awareness and commitment, and many brands are investing in these programs. When it comes to the coalition and single customer loyalty card spread, it can be said that in our country market, consumers have a significant interest in loyalty programs. The current study examined the effectiveness of mobile loyalty cards programs developed to eliminate the threats arising from increasing competition in the ready-made clothing industry and changes in consumer purchasing behavior. The coalition digital mobile loyalty cards, which are implemented in order to increase the frequency of customer shopping in ready-made clothing brands, to reach new customers, have been studied. In the first phase of the study, the research department discussed the applications of four brands with field scanning; the findings were summarized on the side of the brands. In the second phase, the research was deepened by surveying with consumers. Although it has been understood that loyalty card programs have a significant impact on consumers’ ready-made clothing shops, it has been shown that the coalition’s digital mobile loyalty programs have not yet developed a major degradation.

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