Analysis of CRM Strategies: Real Canadian Superstore Case Study

This report analyzes the customer relationship management (CRM) strategies of Real Canadian Superstore, a major Canadian retail chain. The analysis focuses on how the company uses various methods to build and maintain customer relationships, including high-quality customer service, product quality, and timely delivery. The report highlights the importance of communication, customer feedback, and loyalty programs in enhancing customer satisfaction and driving business success. It explores the role of e-commerce and informative websites in strengthening customer bonds. The report emphasizes how the company’s pricing strategies and discounts contribute to customer attraction and loyalty. The author, a customer, provides a personal perspective on the factors that influence their relationship with the brand. Overall, the report assesses the effectiveness of the CRM strategies in fostering customer support, loyalty, and profitability.

Running head: Customer relationship management
Customer relationship management
Name of Student
Name of the University
Author notes

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Owned by the Canadian food retail industry named Loblaw companies, the Real
Canadian Superstore is a super market chain that provides numerous food product to its
customer. The key products of this organization encompasses food products like frozen
foods, general grocery, general merchandise, seafood, liquor, meat and poultry, pharmacy,
gasoline (in some selected location), bakery, beer, wine and many others. Having different
slogans like “Big on fresh, Low on price”, “great brands at great prices” and “Truly Super” it
is attracting the customers up to a greater extent (realcanadiansuperstore, 2020). Apart from
providing qualitative products, efficient customer service is another important reason for
which the business of this retail organization is enhancing continuously.
Communication, being the vital element of efficient customer relationship
management, is prioritized by the organization (Trainor et al., 2014). As a customer, I
personally feel that the employees present in the outlets are cooperative and always stay
ahead for serving their customer the best possible way. Rather than just telling about the
business, they understand the need and expectation of their customer and always come up
with a solution to every customer service. In addition, for exceeding customers’ expectation,
this retail organization always deliver required product or service faster than anticipated
(Khodakarami & Chan, 2014). Focusing on the market need it produces its product and the
low pricing policy adopted by this organization is another key factor for driving customer
attention. Not just solving customers’ problem, employees of this organisation always look
forward to collect feedbacks of customers. The feedback collection process not only create
strong customer relationship, rather it helps the organization to improve its business by
making successful strategies.
As the organization is providing e-commerce business to its customers, by designing
informative website it is strengthening the customer bond. The website designed by this
organization is efficient enough in providing detailed information about the organization and

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its products and services. In addition, the blogs are also helping it to stay connected with the
organization. The qualitative product along with the satisfactory customer service provided
by this organization has influenced me to maintain a close relationship with the organization.
Apart from that, the loyalty programs provided by this company is helping customer to earn
points and buy products in higher discount. Overall, as a customer, what bring me close to the
organization is the high quality customer support and service, qualitative product, timely
delivery of product and service, 24*7 customer help line. Moreover, what attract me the most
is the pricing strategy and the discount provided for each of its products. The customer
relationship strategies undertaken by this organization to gather higher customer support,
loyalty and profitability for the organization.

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Reference
Khodakarami, F., & Chan, Y. E. (2014). Exploring the role of customer relationship
management (CRM) systems in customer knowledge creation. Information &
Management, 51(1), 27-42.
realcanadiansuperstore. (2020). Retrieved 7 January 2020, from
https://www.realcanadiansuperstore.ca/
Trainor, K. J., Andzulis, J. M., Rapp, A., & Agnihotri, R. (2014). Social media technology
usage and customer relationship performance: A capabilities-based examination of
social CRM. Journal of Business Research, 67(6), 1201-1208.