VGSoM explores the way online flash sales can turn customers loyal
KGP Chronicle (September 24, 2019)
Gone in a Flash?
A joint study by the Vinod Gupta School of Management, IIM Indore and Beedie School of Business shows that with some care, e-tailers can retain the loyalty of opportunistic customers who try to make a killing from online flash sales.
It is that time of year. The beginning of a string of festival months that keep both online and offline stores busy. It is also that time when customers are most likely to be wooed with online flash sales (OFS) that give them the opportunity to purchase goods at large discounts.
Big e-tailers prepare for OFS as they would prepare for war as this is also their golden chance to not only attract buyers but also ensure that disloyal customers come back to their site. (Read More)