Customer Relationship Management at BBSN

Author: David-West, Olayinka
Source: Lagos Business School
Year: 2005
Company Name: BuyBest Supermarket Limited
Number of pages: 10

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Abstract:

In March 2005 and after almost a decade in business, Ronke Dawodu, founder and Managing Director of BuyBest Supermarket Nigeria (BBSN), wondered when her company would develop the ability to track customers and reward them continuously for their loyalty and patronage. In addition, Ronke dreamed of a “BuyBest Shoppers Card”. Although BBSN had implemented an automated checkout controlled by a retail management system they had not yet realised Ronke's dream of issuing shoppers cards and an automated customer loyalty management system. To achieve this, Ronke saw two potential options with regard to the technology. She could: 1) acquire and implement a customer relationship management system, or 2) implement a database marketing solution. Each option had advantages and disadvantages that she had to weigh.