SUVREMENE DIGITALNE METODE KOMUNIKACIJE SA POTROŠAČIMA
MODERN DIGITAL COMMUNICATIONS CHANNELS TO CONSUMERS

Summary/Abstract: The paper clearly analyzes modern digital methods of communication with consumers, with special emphasis on the personalization of the offer through loyalty applications. By analyzing the relevant domestic and international literature, knowledge about the development of digital tools from the aspect of consumer relationship marketing is systematized. The research focus is on the functional and technological characteristics of loyalty applications and their role in increasing consumer engagement and developing long-term relationships with the brand. Examples of successful models from the Croatian market are analyzed to identify key success factors, including ease of use, reward transparency, and integration with omnichannel sales systems. The technical and legal challenges that companies face when implementing digital solutions are discussed. The analysis concludes that loyalty programs in today's business, especially in the consumer goods (FMCG) sector, have become one of the key tools for meeting growing consumer expectations and preserving the sustainable competitiveness of companies.

• Details
• Contents