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

Research output: Chapter in Book/Report/Conference proceedingPaper (Conference contribution)peer-review

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.

Translated title of the contributionUse of social CRM to improve targeted marketing campaigns in the retail sector
Original languageSpanish
Title of host publicationAmericas Conference on Information Systems 2018
Subtitle of host publicationDigital Disruption, AMCIS 2018
PublisherAssociation for Information Systems
ISBN (Print)9780996683166
StatePublished - 1 Jan 2018
Event24th Americas Conference on Information Systems 2018: Digital Disruption, AMCIS 2018 - New Orleans, United States
Duration: 16 Aug 201818 Aug 2018

Publication series

NameAmericas Conference on Information Systems 2018: Digital Disruption, AMCIS 2018

Conference

Conference24th Americas Conference on Information Systems 2018: Digital Disruption, AMCIS 2018
CountryUnited States
CityNew Orleans
Period16/08/1818/08/18

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