Personalized and Expert Content as a Way to Increase the Loyalty of Customers of Myshop Online Book Store

Student: Tatyana Kashirina

Faculty: HSE Graduate School of Business

Educational Programme: Marketing: Digital Technologies and Marketing Communications (Master)

Year of Graduation: 2023

The paper considers two approaches to creating content on the website of an online store: personalization and an expert approach. Both types of content have a positive impact on customer loyalty towards the store. During the empirical part of the study, it was confirmed that personalized content has a positive effect on the behavioral loyalty of customers. At the same time, expert content stimulates emotional loyalty Thus, the right combination of expert and personalized content will increase the overall customer loyalty. During the experiments in the form of A / B testing on the website of the online store Myshop, it was determined for which content presentation formats the store should use a personalized approach, and for which - an expert one. The result of the work are recommendations for the Myshop online store on improving the personalized and expert offer.

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