Proses perencanaan strategi customer relationship management mall @ alam sutera

Wongsari, Clarissa Fifani (2013) Proses perencanaan strategi customer relationship management mall @ alam sutera. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri pusat perbelanjaan yang kian marak di Indonesia, khususnya di daerah Jakarta dan Tangerang mengakibatkan pusat perbelanjaan tersebut berlomba-lomba untuk mendapatkan pengunjung. Berbagai macam strategi promosi dan marketing yang inovatif digunakan untuk menarik minat pengunjung. Hal serupa juga terjadi di Mall @ Alam Sutera yang merupakan pusat perbelanjaan yang baru buka di Tangerang pada tahun 2012. Untuk memenangkan pasar, Mall @ Alam Sutera kemudian merencanakan beberapa kegiatan promosi, dan satu di antaranya adalah pengembangan program customer relationship management. Program yang bernama Nareswari Shopping Club ini merupakan sebuah loyalty program berbentuk klub pelanggan dan membership. Klub pelanggan ini khusus ditujukan bagi pengunjung wanita saja. Program ini memerlukan perencanaan yang matang untuk mencapai tujuan yang telah ditetapkan sebelumnya. Tujuannya antara lain untuk meningkatkan traffic pengunjung, juga bertindak sebagai media penghubung antara mal dan pengunjungnya. Perencanaan strategi yang dilakukan Mall @ Alam Sutera meliputi pembuatan strategi, mengenal target market, menentukan elemen-elemen CRM, serta tahapan terakhir adalah menentukan penawaran dan cara mengkomunikasikan program kepada target market. / The increasing number of shopping centers in Indonesia, especially in Jakarta and Tangerang has resulted in a tight competition to win visitors. Therefore, businesses deploy various marketing and promotion strategies to attract them. This is not an exception at Mall @ Alam Sutera, which is a new shopping centre that was established in 2012 in Tangerang. To win the market, Mall @ Alam Sutera has planned a series of promotional activities, and one of them is a customer relationship management program. This program, named Nareswari Shopping Club, is a loyalty program in the form of customer club and membership. This club is open for women only. This program requires careful planning in order to achieve the objectives that have been set previously. The objectives were to increase visitor traffic and to act as a medium between Mall @ Alam Sutera and its customers. The planning included the following steps: developing strategy, knowing the target market, building CRM elements, and deciding offers and how to communicate this program to the target market.

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