TY - JOUR
T1 - CRM in data-rich multichannel retailing environments
T2 - A review and future research directions
AU - Verhoef, Peter C.
AU - Venkatesan, Rajkumar
AU - McAlister, Leigh
AU - Malthouse, Edward C.
AU - Krafft, Manfred
AU - Ganesan, Shankar
PY - 2010/5/1
Y1 - 2010/5/1
N2 - 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.
AB - 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.
KW - Customer relationship management
KW - Database
KW - Multichannel marketing
KW - Retailing
UR - http://www.scopus.com/inward/record.url?scp=77954854629&partnerID=8YFLogxK
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U2 - 10.1016/j.intmar.2010.02.009
DO - 10.1016/j.intmar.2010.02.009
M3 - Article
AN - SCOPUS:77954854629
SN - 1094-9968
VL - 24
SP - 121
EP - 137
JO - Journal of Interactive Marketing
JF - Journal of Interactive Marketing
IS - 2
ER -