Purpose – The purpose of this paper is to identify how small to medium-sized enterprise (SME)fashion retailers can achieve a true understanding of customer trends to close the needs to offer gap ina highly dynamic sector.Design/methodology/approach – A single case study approach is adopted in light of the limitedresearch in this area. Data collection involved a multi-stage and multi-methods approach over a sixmonth period to increase the validity of findings and the triangulation of data.Findings – The findings of this paper highlight, first, the need for formal CRM intervention; and,second, the issues involved in the implementation of a loyalty program.Originality/value – In the absence of specific knowledge in this area, a framework is developed toadvance both theoretical and practical understanding of how SME fashion retailers can build andmanage close customer relationships in the new economy.Keywords Customer relationship marketing, Fashion, Retailing, Small to medium-sized enterprises,Single case study, Customer relations
|Journal||International Journal of Retail and Distribution Management|
|Publication status||Published - 2012|
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retailing: the case