CRM in data-rich multichannel retailing environments: A review and future research directions

Peter C. Verhoef*, Rajkumar Venkatesan, Leigh McAlister, Edward C. Malthouse, Manfred Krafft, Shankar Ganesan

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

84 Scopus citations

Abstract

Many retailers have collected large amounts of customer data using, for example, loyalty programs. We provide an overview of the extant literature on customer relationship management (CRM), with a specific focus on retailing. We discuss how retailers can gather customer data and how they can analyze these data to gain useful customer insights. We provide an overview of the methods predicting customer responses and behavior over time. We also discuss the existing knowledge on the application of marketing actions in a CRM context, while providing an in-depth discussion on CRM and firm value. We outline future research directions based on the literature review and retail practice insights.

Original languageEnglish (US)
Pages (from-to)121-137
Number of pages17
JournalJournal of Interactive Marketing
Volume24
Issue number2
DOIs
StatePublished - May 1 2010

Keywords

  • Customer relationship management
  • Database
  • Multichannel marketing
  • Retailing

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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