Marketing strategic tools for CRM strategy

That ASDA uses customer contact integration, data integration, data analysis, and one-to-one marketing as the strategic tools or options in their CRM strategy that helps to manage customer relationship as well as market share in retail market (Looking for best and experienced accounting assignment help experts then Contact us now for assignment help. Most trusted & experienced writers in Australia). It helps the company to encourage customers for repeat buying by offering price discount as well as home delivery facility on online purchasing to their customers.

Along with this, ASDA has also developed a cost effective e-CRM strategy to drive its revenue and increase customer base by using offline material and mails for collecting customer’s data. In the addition, the management of ASDA is focusing to streamline existing processes and integrate with existing CRM process to attain company’s single view of customer goal by managing effective customer relationship with existing as well as new customers (ASDA, 2011).

At the same time, as compared to Sainsbury, CRM strategy of ASDA is not better in the UK market in terms of customer base, customer retention, and customer loyalty (Sainsburys boosted by Basics range, 2009).  It is because; Sainsbury has launched a budget conscience direct mail comparing under its CRM strategy that is more effective than e-CRM strategy of ASDA in terms of delivering rewards to their loyal customers and encourage for visiting again in the retail store (Madlberger, 2004). On the other hand, in terms of market share in online shopping market in the UK, Tesco has highest 66% shares, while ASDA and Sainsbury 16% and 14% respectively that shows effectiveness of Tesco’s CRM strategy as compared to other two retailers.

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