CUSTOMER ACQUISITION AND RETENTION STRATEGIES IN FASHION RETAIL

Abstract

This research analyzes marketing strategies to enhance customer acquisition and loyalty for the women’s fashion store Oh Liz, located in Santos/SP, Brazil. In a competitive regional market, the central question was: how to improve customer attraction and retention in local fashion retail? The study, justified by the need for small businesses to adapt to new digital demands and strengthen their regional identity, employed qualitative and quantitative methods with customers, non-customers, and the store manager. The diagnosis revealed strengths such as product curation and personalized service, but also challenges in visibility, digital reach, and structured loyalty. The plan proposes marketing actions across three fronts: acquisition (digital content, local partnerships, referral campaigns), loyalty (relationship program, VIP group, personalized gifts), and retention (CRM, consultative service, post-sales via WhatsApp).