CUSTOMER CLUB MEMBERSHIP CARDS MANAGEMENT IN CONTEMPORARY FOOD RETAILERS

Authors : Mömer AZABAĞAOĞLU, Yasemin ORAMAN

Pages : 231-239

View : 14 | Download : 9

Publication Date : 2018-12-15

Article Type : Research Paper

Abstract :As the most dynamic retail form, food retailers have maintained rapid development in the early 21st century. However, growing potential of contemporary food retailers create and develop new market places and opportunities. Saturation level and an increasing homogenization also causes more competition. Surviving at the market scene and develop in a growing competitive environment has become a serious problem for food retailers and brought customer relationship management into manner.                   This paper aims guidance on how to deepen customer relationships contemporary food retailers of Turkey. To make a connection with your customer and deepen the relationship requires time, patience, and commitment, but building those relationships is the cornerstone of an enjoyable career as well as a business strategy that works.                   What they would do to deepen customer relationships on rivalry food retailer system? As a result of to help contemporary food retailers in their efforts to deepen customer relationships management strategy, it would be done by these recommendations; product bundling and relationship pricing, cross-lob data sharing and building a 360-degree customer view, sophisticated customer segmentation, real time cross –selling/up –selling - innovative reward design, automating customer care, digital revolution, big data and as a finally multi-channel seamless experience. In the context of a customer relationship strategy these tips have been examined in detail for contemporary food retailers.  
Keywords : Groceries, customer behaviour, tips to deepen customer relationships