CRM in Data-Rich Multichannel Retailing Environments: A Review and Future Research Directions

@inproceedings{Venkatesan2015CRMID,
  title={CRM in Data-Rich Multichannel Retailing Environments: A Review and Future Research Directions},
  author={Rajkumar Venkatesan and Leigh McAlister and Edward C. Malthouse and Manfred Krafft and Shankar Ganesan},
  year={2015}
}
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… CONTINUE READING