Customer Relationship Management (CRM)

SECTION I

A retailer’s relationship with their customer is key to repeat store visits, brand loyalty and ultimately sales conversions.

CRM in retail isn’t a new concept, but is one that could help retailers win the battle for sales in these competitive times.

Read The Excerpt And Answer The Questions That Follow:

IMPORTANT: For both GBA questions, you must identify and use a specific local retailer of your choice to support your answers.

Question 1

Analyze the chosen retailer’s loyalty program and propose the learning relationships strategy that the retailer used to successfully battle for sales in these competitive times.

Question 2

Examine how the chosen retailer assesses customers’ needs, and discuss how the retailer could make use of mass customization to meet these needs.

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