E-CRM
Introduction:
To manage customer relationships which acquire and retain customers, methods, strategies, software and other web-based capabilities can be used by an organization to improve its customers’ knowledge in term of products and services provided. It is called Electronic Customer Relationships Management (Chaffey, 2009). E-CRM can also improve its product value-added provided to their customers as it can satisfy customers’ sophisticated demand by capturing, integrating and distributing data gained by that organization at its Website (Shan and Jea, 2003). Because of e-CRM’s advantages created by its features, an organization can improve its sale’s revenue. For instance, Tesco.com from Britain, who is the most popular grocery retailer in Europe and Asia, reached the sale to £ 401 million in the first half of 2005 as well as to maintain its 31% increase in year-on-year (Chaffey, 2009). Thus, it is important to analyze Tesco’s strategic approaches which have helped Tesco.com achieve success online.
References: http://scholar.google.com.au.ezproxy.lib.rmit.edu.au/scholar?hl=en&q=e-CRM&btnG=&as_sdt=1%2C5&as_sdtp= Shan and Jea (2003)
Chaffey, D 2009, E-Business and E-Commerce Management, 4th edn, Pearson, England.
Club card loyalty:
According to Steve (2009), loyalty program, basically, helps an organization to improve its customer spending share by rewarding him or her for shopping this organization’s store. Customer can receive benefits by collecting points after purchasing in Tesco.com. Obviously, Tesco.com’s club card loyalty is a loyalty program which is adapted by this online retailer to encourage its online customer. Tesco.com’s club card brings benefit to its customers because they can buy a product with more benefit than customer who has not registered Club card yet including cheaper price or promotions which are the most suitable and interesting to them (Steve, 2009). Club card also brings benefit to
To manage customer relationships which acquire and retain customers, methods, strategies, software and other web-based capabilities can be used by an organization to improve its customers’ knowledge in term of products and services provided. It is called Electronic Customer Relationships Management (Chaffey, 2009). E-CRM can also improve its product value-added provided to their customers as it can satisfy customers’ sophisticated demand by capturing, integrating and distributing data gained by that organization at its Website (Shan and Jea, 2003). Because of e-CRM’s advantages created by its features, an organization can improve its sale’s revenue. For instance, Tesco.com from Britain, who is the most popular grocery retailer in Europe and Asia, reached the sale to £ 401 million in the first half of 2005 as well as to maintain its 31% increase in year-on-year (Chaffey, 2009). Thus, it is important to analyze Tesco’s strategic approaches which have helped Tesco.com achieve success online.
References: http://scholar.google.com.au.ezproxy.lib.rmit.edu.au/scholar?hl=en&q=e-CRM&btnG=&as_sdt=1%2C5&as_sdtp= Shan and Jea (2003)
Chaffey, D 2009, E-Business and E-Commerce Management, 4th edn, Pearson, England.
Club card loyalty:
According to Steve (2009), loyalty program, basically, helps an organization to improve its customer spending share by rewarding him or her for shopping this organization’s store. Customer can receive benefits by collecting points after purchasing in Tesco.com. Obviously, Tesco.com’s club card loyalty is a loyalty program which is adapted by this online retailer to encourage its online customer. Tesco.com’s club card brings benefit to its customers because they can buy a product with more benefit than customer who has not registered Club card yet including cheaper price or promotions which are the most suitable and interesting to them (Steve, 2009). Club card also brings benefit to
References: https://www.google.com.vn/#q=club+card+loyalty+and+online+sales+revenue&spell=1 (Steve, 2009) Zentes J, Morschett D, Schramm-Klein H 2011, Strategic retail management, 2nd edn, GablerVerlag, Netherlands (Zentes el at, 2011) Automatic event-triggered messages: In order to encourage its customer’s continued purchase, Tesco.com has set up a strategy using automatic event-triggered messaging, which helps Tesco.com to response automatically to each customer’s situations (Chaffey, 2009). For example, if a customer is a first register and has not made any purchase yet, Tesco.com will send a £5 discount off first purchase automatically so that it could encourage that customer to buy Tesco.com’s products online (Chaffey, 2009). There are specific procedures which are designed for each of 3 customer events so that in general, Tesco.com can increase its sales value as well as customer service and other value added by personalization and customization.