The evolution of customer loyalty strategies in the context of digital transformation

Abstract

In today's economy, the concept of customer loyalty has changed significantly. It has evolved from simple transactional systems to complex digital ecosystems managed by artificial intelligence and Big Data. This change is not only technological, but also one of the social contract between a brand and its customers. In a world where people are "always connected," customer expectations are constantly rising, and barriers to market entry have disappeared. Digitization has transformed loyalty into a strategic necessity for a company's growth and survival, not just a simple rewards program.