Customer Relationship Management (CRM) at Zara: A Dissertation

This dissertation examines the effectiveness of customer relationship management (CRM) strategies employed by Zara in the clothing industry. It begins by exploring the background of CRM, its benefits, drawbacks, and factors influencing its success. The study then focuses on Zara, analyzing its overall performance, current CRM practices, and the impact of CRM on its customer satisfaction and sales volume. The research employs a literature review and secondary data analysis to assess Zara's CRM approach. The dissertation investigates the role of CRM software in Zara's retail landscape, its implications for the retail segment, and the effects of CRM on the industry and Zara specifically. It also identifies tools Zara can use to improve business competency. The conclusion provides limitations of the study, future scopes, and recommendations for Zara to leverage CRM effectively, aiming to enhance customer relationships, increase sales, and gain a competitive advantage in the fast-fashion market. The study also addresses research questions related to effective CRM use, its impact on sales, and marketing strategies to strengthen customer relationships.