Abstract

TAMAYO-BUITRAGO, Simón; MEJIA-GIL, María Claudia  and  CEBALLOS, Lina María. Exploring Memorable Experiences and Loyalty in Catalog Sales. rev.univ.empresa [online]. 2021, vol.23, n.40, pp.33-66.  Epub Sep 10, 2021. ISSN 0124-4639.  https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.8548.

Despite the importance of direct selling as a retail channel in Latin American countries, such as Colombia, limited research addresses the topic. In order to contribute to the understanding of this channel, this research aims to explore the memorable experiences of direct selling consultants and their importance in strengthening loyalty with the promoter companies. This ethnographic study focuses on 12 female consultants from different age groups residing in the metropolitan area of Medellin. The sample was comprised of women from both medium and medium-low socioeconomic levels, as these are the most usual demographic variables of direct selling consultants in this context. By using in-depth interviews and participant observation, two consultant profiles were found in accordance with different variables such as personal interests, motivations, and inhibitors: Young & Independent and Enthusiastic Moms. In these profiles, factors and memorable experiences related to loyalty with direct selling were also identified. This research promotes reflection to better understand the main elements that should be considered in the implementation of loyalty strategies of the direct selling channel, including the motivations driving the consultants' greatest benefit.

Keywords : Direct selling; loyalty; memorable experiences; sales; experience marketing.

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