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This article examines the impact of promotional calendars on customer loyalty. Promotional calendars are commonly used by businesses as a marketing tool to engage customers and promote their products or services throughout the year. The study conducted by Jennifer A. Johnson and Laura M. Peracchio aims to investigate the effectiveness of promotional calendars in fostering customer loyalty and the factors that contribute to their success.
- The research was conducted using a mixedmethod approach, combining quantitative surveys and qualitative interviews with customers of various businesses. The findings indicate that promotional calendars have a significant impact on customer loyalty. Customers who received and utilized promotional calendars were more likely to remain loyal to the brand and make repeat purchases.
The study also identified several key factors that contribute to the success of promotional calendars in building customer loyalty. Firstly, the relevance and usefulness of the calendar content were found to be crucial. Customers appreciated calendars that provided valuable information, such as special offers, discounts, and upcoming events. Secondly, the design and visual appeal of the calendar played a significant role in capturing customers’ attention and enhancing their perception of the brand. Lastly, the timing and frequency of calendar distribution were found to be important in maintaining customer engagement throughout the year.
Based on these findings, the authors provide recommendations for businesses to maximize the impact of promotional calendars on customer loyalty. They suggest creating calendars that offer exclusive benefits and rewards to loyal customers, personalizing the content based on customers’ preferences, and leveraging digital platforms to reach a wider audience.
In conclusion, this study highlights the importance of promotional calendars in fostering customer loyalty. By providing relevant and visually appealing content, businesses can utilize promotional calendars as an effective marketing tool to engage customers, increase brand loyalty, and drive repeat purchases.