Relationship Marketing Approach and Strategiesin Retailing

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RELATIONSHIP MARKETING APPROACH AND STRATEGIES IN RETAILING R.BRINDHA Ph.D Research Scholar, ABSTRACT Retailers face a dynamic and competitive retail environment. With increased globalization, market saturation and increased competitiveness through mergers and acquisitions, retailers are seeking competitive advantages by better managing customer relations. In today’s high tech age, where the marketing concepts and tools have undergone major changes with the introduction of e-commerce, online selling, network marketing, direct marketing, relationship marketing has become the base on which the business strategies as well as marketing strategies are built. Business organizations today have begun to recognize and consider the…show more content…
In 1932, the first super market was established in New Jersey (Big Bear). In India the retail market is as old as in the global context. However, the concept organized retailing is comparatively new. Retailing has been one of the prominent driving forces in business in India. Traditionally it has been dominated to a large extent by the unorganized sector. But the growth of the organized sector has been steadily increasing especially after liberalization of the Indian economy. The Indian retail industry is divided into organized and unorganized sectors. Organised retailing refers to trading activities undertaken by licensed retailers, that is, those who are registered for sales tax, income tax, etc. Unorganised retailing, on the other hand, refers to the traditional formats of low-cost retailing, for example, the local kirna shops, owner manned general stores, paan/beedi shops, convenience stores, hand cart and pavement vendors, etc. The emergence of organized retailing in India has more to do with the increasing purchasing power of buyers, specially post liberalization, increase in product variety, and the increasing economics of scale, with the aid of modern supply and distribution management solutions. The current retailing revolution has been provided impetus from multiple sources. These revolutionaries include: (1) Conventional stores upgrading themselves to modern retailing (2) Companies in competitive

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