Customer Relationship Management Case Study: Tesco And Sainsbury's
Tesco and Sainsbury’s both are successful supermarket Retail Company in United Kingdom. The main reason assist them become the largest supermarket Retail Company is because both of the Tesco and Sainsbury’s had preformed a better customer relationship management strategy into practice.
Tesco tried to reach and satisfy different type of customer wants and need through offering ‘The forst lass Service’, ‘One on Front’ service, club card, ‘www.tesco.com’. ‘Customer Championship’, ‘Learn Thinking’ concept and ‘My Time’ while it collected more customer information and to develop TESCO magazine. Eventually, Tesco earned almost eight million customers contacted.
Sainsbury’s, the third largest retail chain store in the United Kingdom, which manage
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Adastria developed membership program since it 's entry Hong Kong market in 2008. Customer can become Adastria members by purchasing a designated amount. However, the function of the member card is offering discount only. Adastria never sends promotion or information to its members, which indicate that Adastria has insufficient utilize the customer data for analysis and development of the market and sale. Adastria did not do well in promoting sales through the correct communication channel. It also indicated that the customer might not loyal to Adastria. Because of human are easy to switch them purchase platform. Some researchers report that many companies missed understand that membership card was a shortcut to create customer loyalty. Actually, cutting price is not only cannot maintain loyalty, but also lower brand image. In fact, if Adastria can use this data collected from membership program appropriately, it can help to maintain loyalty and brand …show more content…
Adastria could refer to Tesco and Sainsbury’s by applying CRM wisely. Here are four suggestions for Adastria to apply CRM.
Firstly, Adastria should redesign their target customer. Adastria should understand it couldn’t only rely on the sales of Hong Kong’s visitors. Since it is difficult to build loyalty or WOM from visitors. Usually, visitors will purchase a store once, after they left that specific county, it is difficult for them to purchase the same brand again even they satisfied the products or services. Therefore, Adastria should focus more on targeting local customers. Because of local customers have higher probability to re-purchase and develop WOM as result as receiving the more stable
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