CRM FOR RURAL RETAIL

Abstract

Customer Relationship Marketing and Relationship Marketing are marketing practices with the core theme to focus on building cooperative and collaborative relationship between the firm and its customers, and/or other marketing actors. There is no dearth of work available on CRM and RM. A lot of investment has been made in academia and industry to study the effects of CRM on businesses ranging from services, products to SMEs.

Unfortunately the understanding of rural retail is not of same standard even though the industry has recognised its potential. To tap into these markets one must understand how these retail outlets function. The broad scope to undertake this research was many folds.

- To make sure that there aren‟ t any sweeping underlying assumptions carried forward through secondary research or available literature.

- To ssupport the agenda of the research and help validate/critique/modify/add to the current available knowledge of CRM at rural retail;

- To help understand the rural retail operations in real time.

- Demonstrate whether CRM at rural retail fits any of the present models available for CRM.

Hence, the research finding of this study would help in defining and understanding CRM for rural retail. With these broad mandates, four propositions were made to research upon –

Proposition 1: Rural retail is a miniature version of urban retails stores.

Proposition 2: CRM at rural retail is traditional in nature, comprising monthly ledgers with minimum relevance due to limited competition.

Proposition 3: Loyalty is high in rural customers.

Proposition 4: The rural retailer identifies, differentiates, interacts and customizes with each of its customer in very different fashion, based on their purchasing power.