Penerapan crm pada brand staccato

Stella, Angelina (2013) Penerapan crm pada brand staccato. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Seiring pesatnya pertumbuhan industri ritel di Indonesia, persaingan di bidang tersebut pun menjadi semakin ketat. Mulai banyak bermunculan brand baru, terutama di bidang ritel sepatu. Karena itu, diperlukan strategi yang dapat membuat suatu brand bertahan ditengah persaingan. Staccato merupakan brand yang dikelola oleh salah satu perusahaan ritel di Indonesia yaitu PT MAP. Staccato adalah merek sepatu perempuan yang berasal dari Hong Konng dan telah ada di Indonesia sejak tahun 2011. Sebagai brand baru yang bersaing di pasar ritel sepatu Indonesia maka Staccato harus pintar untuk mendapatkan dan mempertahankan pelanggan. Untuk itu Staccato menerapkan kegiatan CRM melalui kartu member, jejaring social,dan alat-alat promosi lainnya untuk mengikat konsumen baru dan mempertahankan konsumen yang sudah lama. Diperlukan hal-hal tersebut untuk menjalin hubungan dengan pelanggan, agar tetap setia dan tidak berpindah ke brand lain. Kegiatan CRM tersebut dilakukan dengan menerapkan berbagai elemen dan tahapan. Selain itu, dalam menerapkan kegiatan CRM, Staccato menggunakan alat-alat promosi seperti sales promotion. Kesimpulan yang didapatkan oleh Penulis adalah Staccato telah melakukan penerapan CRM dengan baik walaupun kurang maksimal. Sebagai hasil penerapan CRM yang telah dilakukan, Staccato mampu melebarkan daerah pasar ritel sepatu dan memberi warna baru di dunia ritel sepatu di Indonesia. Saran yang diberikan oleh Penulis adalah lebih memperhatikan saran dan kritik pelanggan demi kemajuan brand Staccato di masa depan. Selain itu perlu diadakan penambahan sumber daya manusia yang secara khusus mengerjakan kegiatan CRM agar dapat berjalan lebih efektif dan memberikan hasil yang lebih memuaskan. / As the fast growth of retail industry in Indonesia competition in the fields, has become stringent. Start many springing brand new especially in the field of retail shoes. Therefore, required strategy that can make a brand survive in the middle of rivalry. Staccato is brand that is administered by one publicy listed retail company in Indonesia. Staccato is branded shoes women derived from Hong Kong and there have been in Indonesia since 2011. As the brand new who competes in the retail market shoes Indonesia, Staccato have to be smart to obtain and maintain customer. For that Staccato implement activities CRM through cards member, social network, and other tools promotion to bind new consumer and maintain customer is been a long time. Required those things to a strained relationship with the customer, in order to remain faithful and departed not to other brand. The conclusion taken by writer is that Staccato have done the applicatin of CRM, well although macimally. As a result, the application of CRM that has been done the Staccato able to expand the retail market shoes and give a new color in the world retail shoes in Indonesia. Advice given by the writer is more attention to advice and criticism customers for the progress of brand Staccato in the future. Besides need to hold the addition of human resources specifically working on the activities of CRM so as to be running a more effective and more satisfactory results.

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