Innovative approaches to forming consumer loyalty in digital retail

Nazgul Aidargaliyeva, Aizhana Maldynova, Dinara Mussabalina

2026

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DOI 10.32523/2789-4320-2026-2-74-86
Data confidence 70 medium
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Abstract

Objective – to examine innovative approaches to forming consumer loyalty in digital retail and to assess the effectiveness of neuromarketing tools in managing customer behavior under conditions of digital transformation. Methods – mixed research methodology combining quantitative survey methods, comparative analysis, customer segmentation, and experimental neurosensory monitoring. The empirical study included 150 respondents divided into individuals, corporate clients, and dealers, as well as an experimental group of 40 participants exposed to different neuromarketing stimuli. Results – significant differences in satisfaction levels among customer segments were identified. Corporate clients and dealers demonstrated higher satisfaction with payment flexibility, service quality, and reliability of interaction, while individual consumers showed greater sensitivity to service speed and personalization. Neuromarketing stimuli, including dynamic lighting, video displays, background music, and scent marketing, positively influenced emotional engagement, duration of store visits, and purchase intention. In addition, 2025 retail trends confirm the growing role of mobile commerce, personalized offers, and omnichannel loyalty ecosystems in Kazakhstan. Conclusions – effective loyalty formation in modern retail requires the integration of behavioral analytics, segmentation strategies, and sensory marketing tools. The practical significance of the study lies in the possibility of applying the results to improve customer experience management and strengthen the competitive position of retail companies in Kazakhstan.