Journal of Advanced Research in Strategic Marketing Intelligence and Customer Engagement Optimization

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

2026-05-16T10:00:44+00:00

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.

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

2026-05-16T10:04:41+00:00

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.

A Case Study on Customer Relationship Management Practices at TVS Motor Company Showroom

2026-05-16T10:08:13+00:00

This case study focuses on the Customer Relationship Management (CRM) practices followed by the TVS Motor Company showroom in Gandhinagar. The study was conducted through an interview with the showroom manager to understand customer handling practices, digital communication methods, personalisation strategies, complaint management systems, and customer satisfaction techniques used in the automobile industry. The research also examines how CRM helps in building long-term customer relationships, improving service quality, and increasing brand loyalty.
The findings of the study show that the showroom uses CRM software, WhatsApp communication, SMS reminders, and customer databases to maintain effective communication with customers. The showroom also focuses on staff training, personalised customer support, and fast complaint resolution to improve customer satisfaction and trust. However, challenges such as service delays, spare part availability, and managing customer expectations were also identified during the study.
Overall, the case study highlights the importance of CRM in improving customer experience, customer loyalty, and business performance in the automobile sector. The study concludes that effective CRM practices and digital communication systems play a significant role in maintaining competitive advantage and long-term business success.

Customer Relationship Management Practices in Titan Showroom: A Case Study

2026-05-16T10:37:16+00:00

Customer Relationship Management (CRM) has become an essential business strategy for improving customer satisfaction, customer loyalty, and long-term organizational growth in the retail sector. This case study focuses on analyzing the CRM practices adopted by a Titan showroom located in Gandhinagar, Gujarat. The study examines various CRM activities including customer interaction, customer segmentation, loyalty practices, digital CRM tools, complaint handling, staff training, and after-sales services. The research is based on a primary interview conducted with the showroom representative to understand practical CRM strategies used in daily retail operations.

The findings of the study reveal that the showroom effectively uses customer-oriented strategies such as personalized product recommendations, attractive discounts, exchange offers, and after-sales support to strengthen customer relationships and improve customer retention. The showroom also utilizes digital CRM tools including SMS marketing, WhatsApp communication, automated messaging systems, digital invoices, and customer feedback mechanisms to maintain continuous communication with customers. Staff training programs focusing on communication skills, grooming standards, and customer handling further contribute to service quality and customer satisfaction.

The study also identifies several challenges faced by the showroom, including crowd management during peak hours, maintaining service consistency, online competition, and handling customer expectations regarding discounts and offers. Based on the findings, recommendations such as improving digital CRM systems, strengthening loyalty programs, enhancing complaint management, and increasing staff support during busy periods have been suggested.

Overall, the study concludes that effective CRM practices significantly contribute to customer satisfaction, loyalty, competitive advantage, and sustainable business growth in the organized retail watch industry.