Paper Contents
Abstract
The evolution of the retail sector has been remarkable with the incorporation of Customer Relationship Management (CRM) systems that utilize technology to stimulate customer loyalty, satisfaction, and growth of the business. This work examines the CRM practices of Reliance Retail, one of the retail giants in India, to understand how their strategies affect the customers and the overall business performance. For this research, the objectives were to understand how effectively Reliance Retail has implemented their CRM systems, analyze how the customers perceive the CRM practices, and provide strategies on customer satisfaction and retention concerning the CRM offered. The study applied both qualitative and quantitative approaches for data collection through surveys with customers, interviews with managers from Reliance Retail, and analysis of company reports and publications. This study blended business descriptive research with an exploratory approach focusing on some specific components of CRM systems like customer acquisition, loyalty programs, targeted marketing, and marketing efficiency as well as customer retention strategies. It was determined that customers or clients were positively influenced by the practiced CRM techniques. According to the research findings, it can be concluded that the CRM strategy of Reliance Retail is very effective with their clients, in particular with the customers enrolled in the Win loyalty program.
Copyright
Copyright © 2025 Anuj Kumar. This is an open access article distributed under the Creative Commons Attribution License.
