In 2012, Boonying Kongarchapatara and Randall Shannon, in their article "Investigating the effectiveness of a loyalty program through the relationships between design, implementation Implementation and Customer Loyalty,” focus on the factors that affect customer loyalty programs throughout their design and implementation phases. The study highlights that a well-designed loyalty program structure helps in strengthening customer loyalty and has a positive impact on the minds of customers. Adherence to the structure and effective implementation of the loyalty program will have a greater impact on perceived value and customer loyalty. In 2011, Swati Singh and Manju Lamba in their article “Maintaining CRM in Apparel Retailing through Touch points” focused on customer relationship management. which is the most talked about business mantra these days. With the advent of CRM in the late 1990s, marketers believed that proper monitoring and analysis of customer data could do wonders for the organization. India's clothing retail sector is booming, leading to intense competition. The war is to attract new customers but above all to retain old ones. Businesses are continually adopting the process of generating personalized CRM initiatives to increase their customer base. The study aims to establish the importance of real customer touchpoints in CRM. This empirical study establishes the important touchpoints from the customer's point of view. Michal Stojanov's (2009) study on "The Importance of Customer Relationship Management for Retail" wrote about the highly competitive environment of Customer Relationship Management (CRM) and is concerning on its crucial importance. of customers for each decision making middle of paper ......-period to dynamic or multi-period decision making that involves the customer's store preference. In this study, the author models customer response to a loyalty program by assuming that purchases represent sequential customer choices that solve a dynamic optimization problem. Mujib-ur Rehman in his article “Loyalty Programs and Retail Performance: A Case of Indian Retailers illustrated that due to an extremely competitive Indian retail scenario, retailers have launched loyalty programs in order to provide tangible and intangible benefits. This helps engage customers and drive sales. To be successful, it is essential to understand the customer's mindset and develop a strong bond with them. Thus, the loyalty program is one of the most used marketing tools to improve retail performance and retain consumers..