Use of social CRM to improve targeted marketing campaigns in the retail sector

Abstract

This study aims to demonstrate that the effectiveness of a targeted marketing campaign using coupons can be improved using elements of Social CRM. To achieve this, an experiment was carried out consisting in granting the benefit of 40% discount in the clothing department at Department Stores Paris, a large retail chain with presence in several cities of Peru, only applied by one day in the 10 stores at the national level. For the Traditional CRM, mailing and couponing were used, while for Social CRM, Targeted Facebook was used; in both cases, the customer had to present the coupon (physical or virtual), since it had a bar code to apply the discount and allow the campaign to be tracked. The results show that the proportion of customers who used the coupon received through Social CRM was significantly different from those who used mailing and couponing. © 2018 Association for Information Systems. All rights reserved.