CRM in the European large-scale retail trade: Evidence and perspectives

This article sets forth the main findings of an empirical study carried out among the main actors in the sector of large-scale retailing in Europe, as regards their respective practical experience in CRM (Customer Relationship Management) as well as the opportunities offered by the Internet technologies in this field. The evidence collected is checked against the problems expounded in the literature hinging on the following four main questions: - the existence of national orientations that are taking shape in terms of the uses of CRM - the reality of the training processes of companies leading to e-CRM as well as the acquisition of the technical and organisational maturity necessary to master these tools - the variety of those uses and the issue of multichannelling - the relative benefits of market relationship linked to the development of CRM procedures Thus this study offers an overview of emerging trends in CRM peculiar to this sector.