Research On Customer Relationship Management Strategy Of Sam’s Club

The supermarket membership model is an important business form in the retail industry.With the development of science and technology,Pinduoduo,JD.com,Taobao,various shopping apps,and various community group purchases have emerged,and the competition in the retail industry has become increasingly fierce.In the past two years,many large supermarkets have changed hands.Although Sam’s Club has maintained rapid development in recent years,with the increasing number of competitors(Costco,Carrefour,etc.),the homogeneous competition is becoming more and more In the severe competition environment,how to survive and develop continuously has become a serious problem faced by retail enterprises,and customer relationship management of retail enterprises has emerged as the times require.Sam’s Club is a high-end membership supermarket under the Walmart Department Store,which ranks first in the world’s top 500 retailers.It has 35 stores in China and over 4million memberships.It relies on physical stores to carry out offline and online marketing business,the daily turnover of each store is about 4 million.Using literature research method,comparative research method,case study method and survey research method,this paper takes the customer relationship of Sam’s Club as the research object,and expounds the current situation of customer relationship management in Sam’s Club from three aspects:customer identification,customer retention and customer satisfaction.In addition,through on-the-spot research and questionnaire survey,this paper analyzes the main problems existing in the current customer relationship management of Sam’s Club.The problems include the lack of data mining in customer relationship management,the lack of professional training in handling customer complaints,the lack of obvious differentiation of membership cards,and the low acceptance of online shopping by customers.Based on the above problems,this paper puts forward targeted management suggestions,including making full use of the big database to analyze customer needs,improving the professionalism of employees,developing differentiated services,and enhancing the stickiness of online members.