Marketing and Loyalty: after-sales strategies for small fashion companies in mid-west santa catarina

Abstract

Innovation is an inherent need for any business. Although associated with large campaigns by consolidated companies, marketing, when adapted to the reality and region of small businesses, can generate positive economic impacts with relatively low investments. However, there is a gap in the effective adaptation of marketing strategies to different business realities. This article aims to explore this gap, focusing specifically on the aspect of marketing related to loyalty and commercial recurrence, known as after-sales. The aim of the study is to elucidate strategies that promote greater recurrence of purchases and customer loyalty in small fashion retail businesses. To achieve this goal, a methodology was used that includes an analysis of the practices of the Brasil Mais program, the implementation of simplified customer satisfaction techniques and a review of good practices and specialized literature on the subject. Six companies in the fashion retail sector in the mid-west of Santa Catarina were analyzed, observing variations in productivity indicators and the impacts of the after-sales policies adopted by each of them. The results indicate that adapting marketing strategies, especially in the after-sales area, can make a significant contribution to innovation and growth in small businesses.