As Indian consumers become more educated about products available to them, and become more demanding in how they receive these products, marketeers are waking up a stark new reality. Scarcity of choice has changed to abundance, customer has transformed from beggar to king, and a once remote phenomena called "competition" has now arrived in this previously oligarchic market. And this trend will only increase as retail invests expertise, modernizes and consolidates.
Enter the relevance of Customer Loyalty as a tool for driving retention and positive brand experience. Let us explore this a bit further.
