零售管理Chapter6.pptVIP

Customer Relationship Management A business philosophy and set of strategies, programs, and systems that focus on identifying and building loyalty with a retailer’s most valuable customers. What is loyalty? Is it the same thing as liking a retailer or frequently patronizing a retailer? Customer Loyalty Committed to purchasing merchandise and services from a retailer Resist efforts of competitors to attract the loyal customer Emotional attachment to retailer Personal attention Memorable positive experiences Brand building communications programs Can Offering Discounts Achieve Customer Loyalty? No! Retail strategies like these can be copied by competitors These strategies encourage customers to be always looking for the best deal rather than developing a relationship with a retailer CRM Process Information About Each Customer in the Database History of purchases Purchase date, price paid, SKUs bought, whether or not the purchase was stimulated by a promotion Customer contacts by retailer (touch points) --visits to web site, inquires to call center, direct mail sent to customer Customer preferences Descriptive information about customer Customer’s responses to marketing activities Approaches for Collecting Customer Information Ask for identifying information Telephone number, name and address Encourage use of frequent shopper cards Link checking account number and/or third party credit cards to customer Frequent Shopper Cards Card is often squeezed out of wallet Customers forget to bring it to the store Might not even show it if in a hurry Privacy Concerns Control over Collection Do customers know what information is being collected? Do customers feel they can decide on the amount and type of information collected by retailers? Control over Use Do customers know how the information will be used by the retailer? Will the retailer share the information with third parties? Heighten Concerns When Using Electronic Channel Information collected witho