Customer Relationship Management for Luxury Skin Care Brands in the Selective Cosmetics Sector
A situational analysis considering communication tools, opportunities and limitations
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Diploma Thesis from the year 2003 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,1, Furtwangen University (Internationale Betriebswirtschaft), language: English, abstract: Inhaltsangabe:Abstract:This thesis discusses the validity of Customer Relationship Management for luxury skin care brands in the selective cosmetics sector. Luxury skin care brands face limitations in applying CRM strategies due to their selective distribution strategy. The value of CRM is determined by analyzing communication tools, CRM opportunities and ...
Diploma Thesis from the year 2003 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,1, Furtwangen University (Internationale Betriebswirtschaft), language: English, abstract: Inhaltsangabe:Abstract:
This thesis discusses the validity of Customer Relationship Management for luxury skin care brands in the selective cosmetics sector. Luxury skin care brands face limitations in applying CRM strategies due to their selective distribution strategy. The value of CRM is determined by analyzing communication tools, CRM opportunities and limitations. The example of Club Biotherm , a luxury skin care brand s customer loyalty program, illustrates the findings, and recommendations are made in order to successfully implement a CRM strategy.
Key Words: Customer value, Customer segmentation, Customer loyalty, Communication tools, Direct Marketing, Customer loyalty programs, Channel conflict management.
Zusammenfassung:
In der vorliegenden Diplomarbeit wird die Gültigkeit von Customer Relationship Management für Luxusmarken der Selektiven Kosmetik untersucht. Bei der Umsetzung von CRM Strategien werden Luxuskosmetikmarken mit Grenzen konfrontiert, welche durch das selektive Vertriebssystem entstehen. Die Wertigkeit von CRM wird anhand der Kommunikationsmaßnahmen, Chancen und Grenzen analysiert. An dem Beispiel des Club Biotherm , einem Kundenbindungsinstrument einer selektiven Luxuskosmetikmarke, werden die Ergebnisse erläutert sowie Handlungsempfehlungen entwickelt, um eine CRM Strategie erfolgreich durchzuführen.
Schlüsselbegriffe: Kundenwert, Kundensegmentation, Loyalität, Kommunikationsmaßnahmen, Direkt Marketing, Kundenbindungsprogramme, Vertriebsmanagement.
Inhaltsverzeichnis:Table of Contents:
ABSTRACTI
LIST OF ABBREVIATIONSIII
TABLE OF CONTENTSIV
LIST OF FIGURES AND TABLESVI
APPENDIXVII
1.INTRODUCTION1
1.1PROBLEM AND OBJECTIVE1
1.2STRUCTURE2
2.CORNERSTONES OF CUSTOMER RELATIONSHIP MANAGEMENT3
2.1IMPORTANT CUSTOMER RELATIONSHIP MANAGEMENT FACTORS4
2.1.1Customer Value4
2.1.2Customer Segmentation6
2.1.3Customer Loyalty9
2.2COMMUNICATION TOOLS WITHIN A CRM STRATEGY15
2.2.1Communication Channels15
2.2.2Customer Loyalty Programs18
3.CRM ANALYSIS IN THE LUXURY SKIN CARE MARKET21
3.1THE LUXURY SKIN CARE MARKET21
3.2RESEARCH QUESTION AND RESEARCH DESIGN23
3.3DATA COLLECTION AND INTERVIEW DESIGN25
3.4LIMITATIONS IN THE CHOSEN APPROACH27
3.5RESULTS OF THE CRM ANALYSIS27
4.INTERPRETATION OF THE CRM ANALYSIS IN THE LUXURY SKIN CARE MARKET31
4.1INTERPRETATION OF COMMUNICATION TOOLS31
4.1.1Case study Club Biotherm 31
4.1.2Direct Mail33
4.1.3Telemarketing34
4.1.4E-Mail Marketing35
4.1.5Online Marketing36
4.1.6Mobile Marketing38
4.2INTERPRETATION OF CRM OPPORTUNITIES40
4.2.1CRM and Business performance40
4.2.2Loyalty and Customer Value41
4.2.3Loyalty and Customer Segmentation42
4.3INTERPRETATION OF LIMITATIONS45
4.3.1Case Study Douglas Card 45
4.3.2Channel Conflict46
4.3.3Who owns the Customer - Brand or Channel?48
5.RECOMMENDATIONS52
5.1IMPROVING COMMUNICATION TOOLS52
5.1.1Permission Marketing52
5.1.2Emotional Communication53
5.1.3Personalization54
5.2LEVERAGING FROM OPPORTUNITIES56
5.2.1Measuring Customer Value56
5.2.2Treating Customers according to their Value57
5.2.3Increasing Customer Value59
5.3MANAGING THE CHANNEL CONFLICT60
5.3.1Applying the right Channel Strategy60
5.3.2Cooperating with Retailers63
6.SUMMARY65
7.BIBLIOGRAPHY67
This thesis discusses the validity of Customer Relationship Management for luxury skin care brands in the selective cosmetics sector. Luxury skin care brands face limitations in applying CRM strategies due to their selective distribution strategy. The value of CRM is determined by analyzing communication tools, CRM opportunities and limitations. The example of Club Biotherm , a luxury skin care brand s customer loyalty program, illustrates the findings, and recommendations are made in order to successfully implement a CRM strategy.
Key Words: Customer value, Customer segmentation, Customer loyalty, Communication tools, Direct Marketing, Customer loyalty programs, Channel conflict management.
Zusammenfassung:
In der vorliegenden Diplomarbeit wird die Gültigkeit von Customer Relationship Management für Luxusmarken der Selektiven Kosmetik untersucht. Bei der Umsetzung von CRM Strategien werden Luxuskosmetikmarken mit Grenzen konfrontiert, welche durch das selektive Vertriebssystem entstehen. Die Wertigkeit von CRM wird anhand der Kommunikationsmaßnahmen, Chancen und Grenzen analysiert. An dem Beispiel des Club Biotherm , einem Kundenbindungsinstrument einer selektiven Luxuskosmetikmarke, werden die Ergebnisse erläutert sowie Handlungsempfehlungen entwickelt, um eine CRM Strategie erfolgreich durchzuführen.
Schlüsselbegriffe: Kundenwert, Kundensegmentation, Loyalität, Kommunikationsmaßnahmen, Direkt Marketing, Kundenbindungsprogramme, Vertriebsmanagement.
Inhaltsverzeichnis:Table of Contents:
ABSTRACTI
LIST OF ABBREVIATIONSIII
TABLE OF CONTENTSIV
LIST OF FIGURES AND TABLESVI
APPENDIXVII
1.INTRODUCTION1
1.1PROBLEM AND OBJECTIVE1
1.2STRUCTURE2
2.CORNERSTONES OF CUSTOMER RELATIONSHIP MANAGEMENT3
2.1IMPORTANT CUSTOMER RELATIONSHIP MANAGEMENT FACTORS4
2.1.1Customer Value4
2.1.2Customer Segmentation6
2.1.3Customer Loyalty9
2.2COMMUNICATION TOOLS WITHIN A CRM STRATEGY15
2.2.1Communication Channels15
2.2.2Customer Loyalty Programs18
3.CRM ANALYSIS IN THE LUXURY SKIN CARE MARKET21
3.1THE LUXURY SKIN CARE MARKET21
3.2RESEARCH QUESTION AND RESEARCH DESIGN23
3.3DATA COLLECTION AND INTERVIEW DESIGN25
3.4LIMITATIONS IN THE CHOSEN APPROACH27
3.5RESULTS OF THE CRM ANALYSIS27
4.INTERPRETATION OF THE CRM ANALYSIS IN THE LUXURY SKIN CARE MARKET31
4.1INTERPRETATION OF COMMUNICATION TOOLS31
4.1.1Case study Club Biotherm 31
4.1.2Direct Mail33
4.1.3Telemarketing34
4.1.4E-Mail Marketing35
4.1.5Online Marketing36
4.1.6Mobile Marketing38
4.2INTERPRETATION OF CRM OPPORTUNITIES40
4.2.1CRM and Business performance40
4.2.2Loyalty and Customer Value41
4.2.3Loyalty and Customer Segmentation42
4.3INTERPRETATION OF LIMITATIONS45
4.3.1Case Study Douglas Card 45
4.3.2Channel Conflict46
4.3.3Who owns the Customer - Brand or Channel?48
5.RECOMMENDATIONS52
5.1IMPROVING COMMUNICATION TOOLS52
5.1.1Permission Marketing52
5.1.2Emotional Communication53
5.1.3Personalization54
5.2LEVERAGING FROM OPPORTUNITIES56
5.2.1Measuring Customer Value56
5.2.2Treating Customers according to their Value57
5.2.3Increasing Customer Value59
5.3MANAGING THE CHANNEL CONFLICT60
5.3.1Applying the right Channel Strategy60
5.3.2Cooperating with Retailers63
6.SUMMARY65
7.BIBLIOGRAPHY67
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