Abstract
This paper aims to provide an understanding of how a retailer's overall loyalty marketing strategy influences the importance of different customer relationship management (CRM) activities, and provides an insight into the role of CRM within loyalty marketing. From the strategic perspective, CRM may potentially provide benefits for customers, retailers and suppliers, not only in commercial terms, but also in terms of individual and organisational learning and development. These benefits and developments are not, however, universal. By classifying different loyalty marketing strategies, it can be shown that CRM plays a different role within an organisation depending on the marketing strategy adopted. This may have implications for managerial decision making throughout the CRM development life cycle, in terms of appropriate hardware and software platforms to the most relevant analyses and performance measures to adopt. CRM activities may be very effective in enhancing customer loyalty for profit. This can only be achieved through understanding the relevance of such tools and techniques to the overall loyalty marketing strategy and applying them accordingly. Different priorities should be given to different CRM activities, depending upon the particular retail situation.
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Cuthbertson, R., Laine, A. The role of CRM within retail loyalty marketing. J Target Meas Anal Mark 12, 290–304 (2003). https://doi.org/10.1057/palgrave.jt.5740116
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DOI: https://doi.org/10.1057/palgrave.jt.5740116