MODERN APPROACHES TO FORMING CONSUMER LOYALTY IN THE FURNITURE MARKET

The modern furniture market is characterized by dynamic changes in consumer preferences, increased competition and the active introduction of digital technologies. The article examines key approaches to the formation of consumer loyalty by organizations in the furniture industry, taking into account changes in the market environment, as well as factors influencing customer loyalty. The study is based on data from analytical reports and publications examining the impact of personalization, digitalization, and omnichannel on customer satisfaction. Examples of successful loyalty programs and their impact on purchasing behavior are analyzed. Particular attention is paid to the implementation of multi-level loyalty programs, referral programs and gamification as ways to increase the competitiveness of furniture brands. The article offers recommendations for furniture companies on adapting loyalty strategies to current market conditions and developing longterm relationships with customers.