New to FedEx?
Discover all the advantages of shipping with FedEx, including discounts.
Open an account
Ready to ship?
Shipping online with FedEx is smart and easy. Get started right now.
Ship now
CRRM: Customer Retail Relationship Management
Big data is a term you frequently hear these days when discussing online retailing. As the number of retail touch points increase and accessibility of data grows especially from social channels, more and more retailers are pursuing way’s to use the data to improve the customer experience. Although today there is more data available and information known about customers, retailers are simply applying the database management principals established in the business world of the 1980’s; Customer Relationship Management or CRM. For retailers, this translates to a modified version of CRM; Customer Retail Relationship Management or CRRM. CRRM principals are being applied today across channels for many retailers both pure play and Omni-channel. These retailers are assessing the plethora of data about their customers from purchase history, amount spent, channel preference, average order value, delivery preferences, etc. and leveraging strategies to better manage the retail relationship of those customers. This retail practice should continue as customer information grows and innovative technology that supports retailing is introduced to the market. Steps that can be taken by retailers today include:
- Critically assess what can be gained from use of available customer data
- Plan now for future growth and strategic objectives
- Invest in analytical in-house talent and vendor partners who can analyze “big data”
Effectiveness will result in translating engagement data into meaningful actions that better manage retail relationships and improve the overall customer experience.
Kevin Chung is a Marketing Advisor with FedEx who focuses on the e-commerce industry.

