Crm in Supermarkets
EB 2003-02 February 2003
FOOD INDUSTRY MANAGEMENT
CORNELL
U N I V E R S I T Y
Customer Relationship Marketing (CRM) in the U.S. Supermarket Industry: Current Status and Prospects
Gerard F. Hawkes
Senior Extension Associate Food Industry Management Program Department of Applied Economics and Management College of Agriculture and Life Sciences Cornell University, Ithaca, NY 14853-7801
Teaching • Research • Executive Education
IT IS THE POLICY OF CORNELL UNIVERSITY actively to support equality of educational and employment opportunity. No person shall be denied admission to any educational program or activity or be denied employment on the basis of any legally prohibited discrimination involving, but not limited to, such factors as race, color, creed, religion, national or ethnic origin, sex, age, or handicap. The university is committed to the maintenance of affirmative action programs which will assure the continuation of such equality of opportunity. Food Industry Management Program 111 Warren Hall Cornell University Ithaca, NY 14853-7801 Phone: (607) 255-5024 Fax: (607) 255-4776 @2003, Food Industry Management Program, Cornell University. All rights are reserved.
EB 2003-02 February 2003
Customer Relationship Marketing (CRM) in the U.S. Supermarket Industry: Current Status and Prospects
Gerard F. Hawkes
Senior Extension Associate Food Industry Management Program Department of Applied Economics and Management College of Agriculture and Life Sciences Cornell University, Ithaca, NY 14853-7801
i
ii
Acknowledgements
This research project was made possible by the generous sponsorship of Nestle USA. The research team gratefully recognizes the vision of the leadership of Nestle USA, and especially the late John Hubbell, former president of the Nestle Sales Co., for supporting research on this critical food industry topic. This project is the result of the efforts of many people in the food industry who contributed in a wide variety
FOOD INDUSTRY MANAGEMENT
CORNELL
U N I V E R S I T Y
Customer Relationship Marketing (CRM) in the U.S. Supermarket Industry: Current Status and Prospects
Gerard F. Hawkes
Senior Extension Associate Food Industry Management Program Department of Applied Economics and Management College of Agriculture and Life Sciences Cornell University, Ithaca, NY 14853-7801
Teaching • Research • Executive Education
IT IS THE POLICY OF CORNELL UNIVERSITY actively to support equality of educational and employment opportunity. No person shall be denied admission to any educational program or activity or be denied employment on the basis of any legally prohibited discrimination involving, but not limited to, such factors as race, color, creed, religion, national or ethnic origin, sex, age, or handicap. The university is committed to the maintenance of affirmative action programs which will assure the continuation of such equality of opportunity. Food Industry Management Program 111 Warren Hall Cornell University Ithaca, NY 14853-7801 Phone: (607) 255-5024 Fax: (607) 255-4776 @2003, Food Industry Management Program, Cornell University. All rights are reserved.
EB 2003-02 February 2003
Customer Relationship Marketing (CRM) in the U.S. Supermarket Industry: Current Status and Prospects
Gerard F. Hawkes
Senior Extension Associate Food Industry Management Program Department of Applied Economics and Management College of Agriculture and Life Sciences Cornell University, Ithaca, NY 14853-7801
i
ii
Acknowledgements
This research project was made possible by the generous sponsorship of Nestle USA. The research team gratefully recognizes the vision of the leadership of Nestle USA, and especially the late John Hubbell, former president of the Nestle Sales Co., for supporting research on this critical food industry topic. This project is the result of the efforts of many people in the food industry who contributed in a wide variety
References: Frank, Blake (2000), “New Ideas for Retaining Store Level Employees,” The Coca Cola Research Council, Coca Cola Inc., Atlanta, GA, 2000. D Davids, Merly (1999), “How To Avoid The 10 Biggest Mistakes In CRM.” The Journal of Business Strategy, Boston, Nov/Dec 1999, Volume 20, Issue 6, pp 22-26 G Garry, Michael (2002), “Shedding Light on Data,” Supermarket News, Fairchild Publications, July 1, 2002 H Heller, Walter (2002), “Promotion Pullback,” Progressive Grocer, March 11, 2002, p.19 F J Flavián, Carlos, Eva Martínez, and Yolanda Polo (2001), “Loyalty To Grocery Stores In The Spanish Market Of The 1990’s,” Journal of Retailing L R Lee, Jennifer (2002), “Spam: An Escalating Attack of the Clones,” The New York Times, June 27, 2002 M Marketing (2000), “Staff Are The Key To Supermarket Customer Loyalty,” Marketing, London, September 11, 2000 P Patton, Susannah (2002), “Get the CRM You Need at the Price You Want,” CIO Magazine, May 1, 2002. 51 Shaver, Mary Alice (2000), “Loyalty Programs as a Motivating Force for Grocery Stores,” University of North Carolina at Chapel Hill, published in the proceedings of the Southwestern Marketing Association Conference, March 2000 T Turcsik, Richard (2000), “In the Cards”, Progressive Grocer, June 2000 V Veiders, Christina (2001), “Media Decisions”, Supermarket News, December 3, 2001