Question: Why is effective CRM integral part of customer loyalty to a brand or retailer?   Edit

Answer: The objective of the brand managers of retailers to grab the attention of the consumers towards them, increase their interest towards it and convert their interest into buying behavior. However, it is not an easy task to influence the behavior of the consumers, as consumers now a days have several options and they can switch whenever they want. Thus, in this turmoil customer relationship management (CRM) has become an essential part for the brand loyalty of the consumers (Khodakarami and Chan 2014). A brand that is capable to maintain customer relationship management properly will be able to retain their loyal and potential consumers for long period of time. According to many reports, for increasing the number of visit to the retail stores, the retailers must focus more attention on customer relationship management than the decoration of the store (Nyadzayo and Khajehzadeh 2016). This statement is highly valuable for the growth of the retailers, as it will act as a public relation officer for the organization in front of the consumers and convey the message of the retailers to them. By managing the customer relationship properly, the retailers will be able to gather important information about the consumers and their preferences. Strong customer database can be helpful for the retailers to achieve their desired target. By gathering information about the consumers, retailers and brand managers will be able to make their product more personalize. Eventually, they will be able to the meet the satisfaction level of the consumers and maintain healthy relation with them (Khodakarami and Chan 2014). An exemplary example of CRM has been set by Tesco. Tesco provides a loyalty club card to the long term consumers. By using this card, consumers can avail various offers and discounts. This strategy has been introduced in Tesco in 1995, which has increased the popularity of Tesco significant manner, as it has strengthened the bonding between the consumers and organization.  Edit