Citas bibligráficas
Fosca, S., Sangster, G., Paucar, V., Ávila, N. (2020). Reporte de consultoría – Smart Brands [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/17515
Fosca, S., Sangster, G., Paucar, V., Ávila, N. Reporte de consultoría – Smart Brands []. PE: Pontificia Universidad Católica del Perú; 2020. http://hdl.handle.net/20.500.12404/17515
@mastersthesis{sunedu/2656169,
title = "Reporte de consultoría – Smart Brands",
author = "Ávila Ávila, Noemí Juvitza",
publisher = "Pontificia Universidad Católica del Perú",
year = "2020"
}
Smart Brands is a company operating in the market for more than five years, specialized in the development and the management of brands in the fashion retail industry, providing its customers with the best experience through its eight renowned brands. The culture of Smart Brands is based on putting the customer in the center of the whole operation, in offering the best service and an outstanding experience in all of its sales channels. It has had a very important growth in the last few years; however, it had a moderate growth in 2019 because the investment period ended, the less profitable stores were closed down, and also due to the challenges to meet the sales budget. Due to this situation, the general manager called for a meeting, where he revealed the three main issues of the company: (a) high competition, (b) poor management of the customer base, and (c) an overstock of the merchandise. It was observed that the most relevant issue was the poor management of the customers, since it impacts the sales in all of the channels directly, and, consequently, the other issues aforementioned. This is why this consulting work will focus on managing the customer base through the design of a segmentation, using RFM as a methodology, with the purpose of defining and displaying a range of schemes, according to the segments identified, which will allow engaging, retaining and/or enhancing customer loyalty. Finally, with the segments and schemes established, it is suggested to implement an RCM that may allow managing them and, if required, to extend its implementation to the other modules in order to improve the commercial operation and the marketing of Smart Brands.
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