Classification and selecting e-CRM in retail industry and develop a process model for Walk-ins

- Prof. Nishtha Asrani, Associate Professor, Faculty of Management, GLS University.

- Aarathi Vaitheeswaran, Student, N R Institute of Business Management (PGDM), Ahmedabad

Abstract:

There have been widespread perception that e-CRM in unorganized retail market is not widely

used. However the effectiveness of e-CRM is yet to be evaluated in unorganized retail market.

This paper tries to explore the preference and requirement while purchasing e-CRM for

unorganized retail market. This paper also researches upon the opinion of the retailers on offer

communication and various marketing platforms used by the retailers. There has been an

extensive user of primary data, collected through a structured questionnaire. The use of statistical

techniques including t-test has been done to arrive at the meaningful inference. Based on the

analysis of e-CRM, The paper also suggests a process model for upcoming e-CRM product.

Keywords:

e-CRM, Retail Industry, Process Model, Walk-ins

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