Tel: +998901234567
Search

No. 12 (2025)
Marketing

Articles

No. 1 2-SON DEKABR, 2025 -YIL CRM -MANAGEMENT IN CHAIN ​​SUPERMARKETS IN DEVELOPING COUNTRIES: THE ROLE OF CUSTOMER DATA, LOYALTY PROGRAMS AND OMNICHANNEL STRATEGIES IN INCREASING THE EFFICIENCY OF RETAIL TRADE

Published 2025-12-25

Authors
Юсупов Улугбек Шукруллаевич
Affiliation
Tashkent State Economic University Associate Professor of the Department of Innovation Management, PhD
PDF (Russian) Google Scholar Google Scholar

Abstract

This article analyzes the role of customer data, loyalty programs, and omnichannel strategies in enhancing CRM management efficiency in chain supermarkets in developing countries. Key CLV indicators and their relevance in personalizing № 1 306 customer experience are discussed. The impact of contextual factors –such as cash - dominated payments, uneven digital infrastructure, and logistical limitations –on CRM implementation is assessed. The research methodology is based on a systematic literature review and secondary data analysis. A conceptual CRM model adapted to the context of Central Asia has been developed. Practical recommendations are presented for integrating CRM systems and improving retail performance. The findings can be applied by retailers to optimize marketing strategies and customer engagement.

Keywords

CRM management, customer data, CLV, omnichannel, loyalty programs, retail, developing markets, e -commerce, supermarket, personalization

References

  1. Fortune Business Insights. Customer Relationship Management Market Report
  2. . – URL: https://www.fortunebusinessinsights.com/customer -relationship - management -crm-market -103418
  3. Precedence Research. Customer Relationship Management Market Size to Hit USD 275.30 Bn by 2034. – URL: https://www.precedenceresearch.com/customer - relationship -management -market
  4. IMARC Group. Central Asia E -Commerce Market Share, Growth & Report 2025 -33. – URL: https://www.imarcgroup.com/central -asia-e-commerce -market
  5. bne IntelliNews. Central Asia emerges as new e -commerce hub. – URL: https://www.intellinews.com/central -asia-emerges -as-new-e-commerce -hub-359639/
  6. Caspian Post. Central Asia Becomes Emerging E -Commerce Hub. – URL: https://caspianpost.com/central -asia/central -asia-becomes -emerging -e-commerce -hub
  7. IMARC Group. Central Asia E -Commerce Market: Cash payments analysis. – URL: https://www.imarcgroup.com/central -asia-e-commerce -market
  8. News Central Asia. Report: State of E -Commerce in Central Asia. – URL: https://www.newscentralasia.net/2025/10/16/report -state-of-e-commerce -in-central - asia/ ( дата обращения : 16.10.2025). № 1 2-SON DEKABR, 2025 -YIL
  9. Dairy News. Kazakhstan's e -commerce sector leads in Central Asia. – URL: https://dairynews.today/global/news/sektor -elektronnoy -kommertsii -kazakhstana - lidiriuet -v-tsentralnoy -azii.html
  10. Kumar, V., & Reinartz, W. Customer Relationship Management: A Databased Approach. – John Wiley & Sons, 2006.
  11. DemandSage. 37 CRM Statistics 2025 – Usage & Market Share. – URL: https://www.demandsage.com/crm -statistics/
  12. Miglautsch, J. R. Thoughts on RFM // Journal of Database Marketing. – 2000. – Vol. 8, No. 2. – P. 168 -171.
  13. Larivi ere, B., Van den Poel, D. Predicting customer retention and acquisition with the general logistic regression model // Journal of Marketing Research. – 2005. – Vol. 42, No. 3. – P. 321 -336.
  14. Gartner. Hype Cycle for Digital Marketing and Advertising. – Report, 2023.
  15. Berger, P. D., & Nasr, N. I. Customer lifetime value: Marketing models and applications // Journal of Interactive Marketing. – 1998. – Vol. 12, No. 1. – P. 17 -30.
  16. IBM. What is Customer Lifetime Value (CLV)? – URL: https://www.ibm.com/think/topics/customer -lifetime -value
  17. Refive. What is CLV in retail? – URL: https://www.refive.io/en/blog/clv -in- retail/
  18. DemandSage. CRM conversion rate statistics. – URL: https://www.demandsage.com/crm -statistics/
  19. Lemon, K. N., & Verhoef, P. C. Evolving to a State of Omnichannel Marketing // Journal of Marketing. – 2016. – Vol. 80, No. 6. – P. 145 -151.
  20. Firework. 52+ Omnichannel Stats You Can't Afford to Ignore in 2024. – URL: https://firework.com/blog/omnichannel -statistics
  21. Magenest. Omnichannel Retail Statistics: Current State and Future Insights. – URL: https://magenest.com/en/omnichannel -retail -statistics/
  22. Harvard Business Review. Omnichannel retail strategy research, 2023.
  23. Firework. BOPIS and omnichannel statistics. – URL: https://firework.com/blog/omnichannel -statistics
  24. Mordor Intelligence. Customer Relationship Management Market Size, Report Trends 2025 –2030. – URL: https://www.mordorintelligence.com/industry - reports/customer -relationship -management -market
  25. Grand View Research. Customer Relationship Management Market Report,
  26. – URL: https://www.grandviewresearch.com/industry -analysis/customer - relationship -management -crm-market
  27. The Astana Times. Kazakhstan Plans to Increase E -Commerce Share to 20% by 2030. – URL: https://astanatimes.com/2024/01/kazakhstan -plans -to-increase -e- commerce -share -to-20-by-2030/ № 1 2-SON DEKABR, 2025 -YIL ,

Downloads

Download data is not yet available.