Customer Relationship Management Practices and Customer Engagement Strategies: A Case Study of Snoop’s Outlet, Chandkheda, Ahmedabad

Abstract

Customer Relationship Management (CRM) has become an essential strategic tool for retail businesses aiming to enhance customer satisfaction, loyalty, and long-term engagement in a highly competitive market environment. The present study focuses on analysing the CRM practices and customer engagement strategies adopted by Snoop’s Outlet, a youth-orientated fashion retail brand located in Chandkheda, Ahmedabad. The study aims to examine how the organisation utilises personalisation, digital engagement, emotional branding, loyalty programmes, and service quality management to strengthen customer relationships and improve customer retention. The research is based on primary data collected through an interview conducted with the CRM manager of Snoop’s Outlet.

The findings of the study reveal that the organisation actively implements customer-centric CRM strategies such as personalised recommendations, loyalty rewards, customer feedback management, social media engagement, and quick complaint resolution to improve customer satisfaction and repeat purchasing behaviour. The study also found that digital platforms, including Instagram, WhatsApp, email marketing, CRM software, and analytics systems, play an important role in enhancing customer interaction and maintaining continuous engagement with consumers. Furthermore, emotional branding and lifestyle positioning were identified as major factors influencing customer loyalty among Gen Z customers and young professionals.

The study concludes that effective CRM implementation significantly contributes toward improving customer experience, strengthening brand loyalty, and maintaining competitive advantage in the retail fashion industry. The research also highlights the importance of combining digital integration with personalised customer interaction to build sustainable customer relationships in the modern retail environment.