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Abstract
How Close Can We Get? Proximity Is a Major Factor in CRM and Size of Retail Transaction
Track: Business, Banking, and Insurance
Author(s): Tony Burns, Claude Johnson
In this fast paced world where every second truly counts, convenience and close proximity to the customer are keys to attracting and keeping steady and loyal customers. This case study investigates two geography areas and two different retailers and how the use of GIS was used to target specific geographic areas for direct marketing, customer retention, new customer acquisition and building customer loyalty. The results of the study indicate that proximity is a major indicator of the loyalty of a customer and the magnitude of their purchase.
Tony Burns
Esri
380 New York Street
Redlands, CA 92373
USA
Phone: 909 793-2853
Fax: 909 793-5953
E-mail: tburns@Esri.com