Challenges in Customer Experiences and Retention with Special Reference to Reliance JioMart

Abstract

Many companies are using e- commerce to reach to their customers globally. In India, the use of internet has increased to 830 million by 2021 due to Digital India Initiative. The paper focuses on the experiences of e- commerce companies in facing challenges in customer experiences and retention. The paper also focuses on customer life cycle of how customers are placed at different stages and the corresponding strategies it applies to retain at different levels. It highlights the case study of Reliance Jiomart of what are the factors influencing purchase decisions. It also throws light on what is the customer life cycle, journey of a customer with Jiomart starting from New Customer Acquisition, Speed Conversion, Customer Development, Customer Stabilization, Customer Revitalization to Customer Reactivation.
Methodology Used: Primary Data by Interviewing the people in the organization.
Secondary Data: To conclude the paper enlightens how the successful companies are using the customer acquisition and retention strategies which can be an eye opener for the less successful company