INTERNACIONALNI UNIVERZITET TRAVNIK U TRAVNIKU
SAOBRAĆAJNI FAKULTET TRAVNIK U TRAVNIKU
EKOLOŠKI FAKULTET TRAVNIK U TRAVNIKU
FAKULTET INFORMACIONIH TEHNOLOGIJA TRAVNIK U TRAVNIKU
FAKULTET POLITEHNIČKIH NAUKA TRAVNIK U TRAVNIKU
u saradnji sa
FAKULTETA ZA LOGISTIKO UNIVERZA V MARIBORU, SLOVENIJA
organizuju
33. MEĐUNARODNU KONFERENCIJU
"IZAZOVI NOVIH TEHNOLOGIJA U FUNKCIJI MOBILNOSTI I ODRŽIVOG RAZVOJA"
15. - 16. maj 2026. godine
JT International Zagreb d.o.o , Zagreb , Croatia
PLIVA HRVATSKA d.o.o. , Zagreb , Croatia
Veleučilište „Lavoslav Ružička“ , Vukovar , Bosnia and Herzegovina
The paper clearly analyzes modern digital methods of communication with consumers, with special emphasis on the personalization of the offer through loyalty applications. By analyzing the relevant domestic and international literature, knowledge about the development of digital tools from the aspect of consumer relationship marketing is systematized. The research focus is on the functional and technological characteristics of loyalty applications and their role in increasing consumer engagement and developing long-term relationships with the brand. Examples of successful models from the Croatian market are analyzed to identify key success factors, including ease of use, reward transparency, and integration with omnichannel sales systems. The technical and legal challenges that companies face when implementing digital solutions are discussed. The analysis concludes that loyalty programs in today's business, especially in the consumer goods (FMCG) sector, have become one of the key tools for meeting growing consumer expectations and preserving the sustainable competitiveness of companies.
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