THE USE OF LOYALTY PROGRAMS BY RETAIL TRADE ENTERPRISES OF CONSUMER COOPERATIVE SYSTEM OF UKRAINE
Setting the problem. The vast majority of domestic organizations and businesses perceive the market economy as the economic system based on competition, preference of competitive relations to partnership relations. If the first concept is based on a constant attracting new customers and pirating of competitors' unsatisfied customers, partner relations based on the keeping and collaboration with existing client base. According to results of the investigations made in the U.S. and many European
... untries, such regulation has been found out-among many branches the leading position is occupied by organizations that have stable consumer base. It is the stable consumer base for the company that is a source of financial results that it may have in the short and long term. Therefore the special importance for today's business plays the introduction of the concept of marketing relationships with consumers. Under such circumstances, highly competitive retail environment, undoubtedly, depends largely on how to demonstrate the consumer the mutual benefit of such relationship. For businesses it is important to find optimal ways to interact with consumers, to develop the programs that would allow them to have confidence in a stable goods selling both at present and in the future. The optimal solution for such trading companies should be using such a marketing relations tool as loyalty program that will increase their competitiveness and work effectiveness in general. The specified direction of the marketing function is particularly relevant to retailers of the Consumer Cooperative System in Ukraine. The constant increase in the number of trading companies of different legal forms in rural, inequality of taxation conditions of individuals-entrepreneurs and cooperative enterprises increased competition in the rural market. On the other hand, the cooperative system felt an urgent need to intensify relations with shareholders and serving public. We believe that loyalty programs should become the mechanism, the implementation of which will enable the retail trade enterprises of consumer cooperatives to form relationships with its customers at a qualitatively new level, to restore confidence and maximize consumer loyalty of shareholders that will have an effective manifestation of economic performance. The analysis of recent researches and publications. The theoretical foundation of loyalty programs was created in the works of American and European marketers S. Butcher, D. Gilbert, P. Gamble, M. Stone, N. Woodcock, and further developed in the works of Russian and Ukrainian scientists Vasin Yu.V., Lavrentiev L.G., Samsonov A.V., Khimich Yu.S., Evstyhnyeyeva T.V. However, in the works of these authors the value of loyalty has been highlighted as a factor of business competitiveness, the place of loyalty in the concept of relationship marketing, loyalty types, but there are no well-defined practical tools of the formation and maintenance of loyalty, the specific cooperative system is not considered. So, unfortunately, the majority of domestic cooperative enterprises do not use the program of loyalty in their activity to form the customer base of their adherents. Setting the objective. The aim of the paper is to develop theoretical principles and practical recommendations for the use of loyalty programs by retail trade enterprises of consumer cooperatives. The object of the research is a trade company marketing of consumer cooperatives, and the subject is the methods of loyalty programs usage.