Beruflich Dokumente
Kultur Dokumente
MKTG 3346
Retail
Retail CRM
CRM (Consumer
(Consumer
Relationship
Relationship Management)
Management)
Professor Edward Fox
Cox School of Business/SMU
Customer Relationship Management
Performance measures
Internal incentives
Customer information / data architecture
Customer Relationship Management
PROGRAMS
Card programs
Discount
Credit
Membership
Specific examples
Catalina coupons catalina marketing
Collaborative filtering (recommenders) amazon.com
Virtual model landsend.com
Customer Relationship
Management (CRM) is
enabled by the gathering and
warehousing of consumer
data
Retailers gather customer
data from:
Frequent shopper or
shopper loyalty cards
Store credit cards
Identifiable tender
Customer Relationship Management
RETAIL CUSTOMER DATA