Direct and marketing communication Essay Example | Topics and Well Written Essays - 1500 words

Direct and marketing communication - Essay Example Anthony Menswear preserves a comfortable shopping environment for customers so that it can provide contentment to customers (Anthony Menswear, â€Å"Anthony Independent Menswear – Cambridge UK†). The apparel industry in the UK is highly competitive with several big players, and it is vital for Anthony Menswear to revise the marketing system in order to increase the customer base. Managing good relationship is one of the success factors for Anthony Menswear to sustain in this competitive business environment. Therefore, the paper will attempt to establish and implement marketing communication plan for Anthony Menswear so that it can improve the direct relationship with the customers. Further, the paper will also focus on the importance of Dynamic Customer Relationship Management (DCRM) theory and apply the AIMRITE and SOSTAC framework to evaluate the choices. Dynamic Customer Relationship Management (DCRM) Theory Nowadays, effective customer relationship management (CRM) has become a strategic imperative for organizations in all business sectors, especially in retail apparel industry. In order to generate more value for the brands and for the customers, organizations are attempting to maintain a close relationships with the customers and thus using huge amount of money in CRM activities. Anthony Menswear will gain effectiveness if it focuses exclusively on attaining more customers rather than obtaining higher market share. The major aspect for enhancing customer relationship in Anthony Menswear is through developing information sharing, creating faith and pledge between relationship participants (Park & Kim, â€Å"A Framework Of Dynamic CRM: Linking Marketing With Information Strategy†). In Dynamic CRM, organizations not only focus on company’s and customers’ profits but also concentrate on relationships for future advantages. Customers should be measured as an investment and an asset for organizations. CRM has emerged as one o f the crucial marketing activities for companies functioning in dynamic commercial atmosphere. CRM can be regarded as an inclusive tactic and procedure of obtaining, retaining and associating with worthy customers in order to develop bigger value for the organization as well as the brand. In present days, CRM has developed as a method of preserving positive and commercial relations. Customer Touch Points: The touch point is considered as the point of interaction among the customers or the vision of organizations’ business. In apparel industry, touch is vital aspect for wooing customers. According to the observation of Stine & Et. Al., touch point is the â€Å"point at which products are purchased† (Singh & Lamba, â€Å"Maintaining CRM in Apparel Retailing through Touch Points: A Factor Analysis Approach†). It comprises of television advertisements and word-of-mouth among others. In Anthony Menswear, the major touch points are products and information sources. An thony Menswear provides quality and ranges of products to the customers; therefore the organization needs to develop the information management system. Presently, several customers are influenced by modern kinds of information sources such as internet, social networking, and television advert