DEVELOPMENT OF MODERN MARKETING APPROACHES TO CUSTOMER RELATIONSHIP MANAGEMENT IN RETAIL ENTERPRISES
DOI:
https://doi.org/10.5281/zenodo.20310182Keywords:
CRM, retail, digital marketing, omnichannel service, customer loyalty, personalization, e-commerce, digital transformation.Abstract
This article examines modern marketing approaches to customer relationship management
in retail enterprises. The study analyzed the theoretical and practical aspects of digital marketing tools, an
omnichannel service model, personalized recommendation systems, and loyalty programs. The importance of
CRM systems in the process of digital transformation was substantiated using the example of the Uzbek retail
market. The effectiveness of data-driven management, customer segmentation, and omnichannel integration
was highlighted using the example of the Uzum and Korzinka enterprises. The results of the study showed that
the use of a single customer profile, personalized marketing, and digital ecosystems can increase customer
loyalty and the competitiveness of retail enterprises.
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