Browsing by Author "Molina Lozano, Jessica Paola"
Now showing 1 - 1 of 1
Results Per Page
Sort Options
Item Maximizando la lealtad del cliente: estrategias de marketing experiencial para box sport en santiago de cali - 2024(Universidad Santiago de Cali, 2024) Molina Lozano, Jessica Paola; Roa García, Dilan Sebastián; Mina Varela, Carlos AlbertoIn a highly competitive business context, customer retention becomes a strategic priority. This study focuses on the development of an Experiential Marketing Plan aimed at enhancing customer loyalty for Box Sport, an online footwear retailer headquartered in Santiago de Cali. The analysis commences with a detailed assessment of both internal and external factors influencing customer loyalty at Box Sport. Analysis matrices such as PESTEL, POAM, EFE, PCI, EFI, MPC, and an Empathy Map are employed to grasp the current business environment. Likewise, the tactics of experiential marketing concentrate on customizing customer service, surpassing their expectations, and generating surprise. Various areas are addressed, ranging from bolstering the brand and crafting appealing content to expanding the distribution network and diversifying the product line. Lastly, Key Performance Indicators (KPIs) are implemented to gauge the performance of each tactic through a continuous monitoring system, ensuring that strategies are adjusted in response to changing market conditions.