A Case Study on Customer Relationship Management (CRM) Practices and Customer Experience Strategies at REDTAPE Retail Store

Abstract

Customer Relationship Management (CRM) has become an essential strategic tool for retail organisations aiming to enhance customer satisfaction, loyalty, and long-term business sustainability. The present case study examines the CRM practices and customer experience strategies adopted by REDTAPE retail stores. The study focuses on understanding how customer-centric approaches, personalisation, service quality, and technology integration contribute to customer satisfaction and relationship-building within the retail sector. A qualitative research methodology was adopted for the study, where primary data were collected through an interview-based approach using a structured questionnaire with a store representative. The collected information was analysed through thematic analysis to identify key CRM practices, operational challenges, and customer engagement strategies implemented by the organisation.
The findings of the study reveal that REDTAPE strongly emphasises customer-centric relationship management through personalised interaction, polite staff behaviour, and effective complaint-handling systems. The organisation attempts to build long-term customer loyalty by understanding customer preferences and maintaining positive customer engagement. The study also highlights the importance of service quality, store ambience, and omnichannel integration in enhancing customer experience. However, certain operational challenges such as stock unavailability, billing delays, and limited technological integration were identified as factors affecting service consistency and operational efficiency. The research further suggests that adopting advanced CRM technologies, improving inventory management, and strengthening employee coordination can significantly enhance customer satisfaction and organisational performance.
Overall, the study concludes that while REDTAPE has established a strong foundation in CRM through relationship-orientated practices, integrating advanced digital technologies and operational improvements will be essential for sustaining competitiveness and long-term growth in the evolving retail industry.