Retail managers' perspectives on the effectiveness of corporate e-personalisation initiatives

Authors:
Alan D. Smith
Affiliations:
Department of Management and Marketing, Robert Morris University, Pittsburgh, PA 15219-3099, USA
Venue:
International Journal of Business Information Systems
Year:
2011

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Abstract

Factors, such as costs to acquire customers and poor marketing campaigns, have allowed well-established brick-and-mortar retailers to have distinct advantages in e-tailing over pure plays. Although established reputations and extensive business experience play major roles, the effectiveness of the corporate customisation, especially e-personalisation, via sound CRM-based initiatives are extremely important in this success. Through appropriate multivariate analyses, the basic elements of customisation were tested and all found statistically significant through the viewpoints of retailer managers' perspective. There is little doubt that the competitive processes and/or core competencies vital to businesses should focus on areas where CRM initiatives would have their best affects, especially concerning customer retention and loyalty.