Customer relationship management- implications in retail sector

Retailing is the largest private industry in the world. It is also India's largest industry accounting for over 10% of the country's GDP and around 8% of the employment. Customer relationship management is an emerging tool that enables marketers to maintain their presence in the dynamic marketing environment. Particularly today, retailers are faced with an increasingly challenging environment, especially when managing multiple sales and distribution channels. To fully utilize CRM and your investment in an ERP system, CRM must capture and track data about customers from all sales and marketing channels, whether it is in-store, online, Face book, through a call center, etc…. It is no longer good enough to scan a discount card during the checkout process. For effective selling and building of customer loyalty, all customer data must be available to guide them carefully through the purchase decision.