A STRATEGY FOR DEVELOPING A CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM USING CUSTOMER SEGMENTATION AND CAMPAIGN TESTING THROUGH MARTECH: A CASE STUDY OF CHO COSMETICS
Keywords:
Customer relationship management, Digital marketing strategy, Customer segmentation, Personal communication, Cosmetics industryAbstract
This research aims to analyze problems and present guidelines for developing Customer Relationship Management (CRM) strategies for the Cho Cosmetics brand in a highly competitive digital marketing context. A mixed-methods research methodology was used, collecting qualitative data through interviews with 3 executives, managers, and relevant department heads, as well as secondary data from the organization's marketing activities to evaluate the effectiveness of current strategies and identify obstacles in building customer relationships. The data obtained was used to segment target customers into 4 groups and design experimental campaigns for each group through digital marketing platforms.
The results of the analysis of the promotions used in the campaigns found that the campaign for the general customer group saw an increase in orders of 531 percent compared to the number of orders 7 days before the campaign, but all customers who ordered were new customers, with no old customers returning to make repeat purchases. Meanwhile, the campaign for the group of customers lacking repeat purchases had 6.4 percent of customers returning to buy again. The campaign for the outstanding customer group had 3.4 percent of customers returning to buy again, and the campaign for the group of customers likely to stop buying had 2.6 percent of customers returning to buy again. Data from the case study shows that a one-size-fits-all incentive strategy cannot meet the different needs of every customer group, especially in stimulating repeat purchases
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