| University | Singapore University of Social Science (SUSS) |
| Subject | BUS354: Customer Relationship Management |
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.
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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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