Online Retailing and Customer Engagement: The Changing Paradigm of Customer Relationship Management (CRM)

Online Retailing and Customer Engagement: The Changing Paradigm of Customer Relationship Management (CRM)

Ramanjaneyulu Mogili, Thamaraiselvan Natarajan
Copyright: © 2021 |Pages: 12
DOI: 10.4018/978-1-7998-3919-4.ch010
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Abstract

The growth of online retail has changed the course of customer relationship management (CRM) at large. There are a variety of challenges faced by the marketers besides the opportunities of doing business online although the application of advance technologies has helped resolve issues pertaining to CRM to the maximum extent. However, customer engagement (CE), one very important of aspects of CRM, is very critical in online retailing and dynamically complex. Online retailers are using advance technologies and social media platforms to engage customers and optimize the benefits of customer engagement. To gain new customers and retain loyal ones have been challenging tasks, and hence, continuous customer engagement with creative ideas and content is the only solution. The present chapter focuses on the important of customer engagement by online retailers, factors influencing CE, and how marketers need to optimize customer engagement through innovative and analytical methods.
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Introduction

In the business landscape of the 21st century, the concept of retailing has undergone substantial change. Today, the retailing function is no longer carried out traditionally. Marketers and businesses are getting involved in retailing in the virtual or online platform. Thus, the concept of online retailing has come into existence, and it has revolutionized the overall business landscape of the current times. The concept of online retailing has also transformed how marketers engage and interact with their potential customers and existing customers.

The impact of technology and innovation has influenced how retail activities are carried out by business participants, but it has also impacted how marketers engage with their customers. In the business landscape, the overall impact of technology integration cannot be negated as it has redefined the business landscape. Several case studies have been highlighted in the chapter to get a detailed insight into how the online retailing concept is catching up and giving a fierce competition to the conventional retailing model. Similarly, examples from the practical market setting have been highlighted to capture the current strategies and approaches that marketers use for engaging and interacting with the intended market audience.

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