With the advent of new consumer technologies, information asymmetries have been eliminated from consumers’ shopping experience. Today’s shoppers are less brand-loyal. They jump from retailer to retailer to find the best price, the best products, and the best services.
However, existing customer management programmes have provided retailers the view that the top 30% of their customers account for approximately 75% of their sales (Imlay, 2006). Thus, an effective customer management programme helps retailers stand out in a highly-competitive environment with benefits such as: