What term describes the practice of encouraging customers to frequently return for purchases?

The term that describes the practice of encouraging customers to frequently return for purchases is "loyalty programs." These programs are designed to reward customers for their repeat business, often offering points, discounts, or special perks that incentivize customers to choose a particular brand or retailer over others. By fostering a sense of loyalty, businesses can enhance customer retention and increase sales over time.

Loyalty programs typically create a structured incentive that not only promotes repeat purchases but also helps businesses gather valuable data about customer preferences and behaviors. This information can be leveraged to tailor marketing strategies and enhance customer experiences.

Other options serve different purposes. Flash sales focus on time-limited promotions to drive immediate purchases, targeted ads aim at reaching specific consumer segments based on their behavior or demographics, and referral bonuses encourage existing customers to refer new clients. While these strategies can also lead to increased sales, they don't specifically focus on the principle of fostering ongoing loyalty through repeated engagement in the same way that loyalty programs do.