In 1995 Safeway a leading UK grocery retailer launched a customer loyalty programme and installed CRM with the wrong customer strategy, technology that did not support the strategy, and failed to execute necessary organisational change. By 2000 it was recognised the strategy had failed and the programme was halted - costing the company the £50 million per year spent running the programme. The loyalty card programme was in contradiction with the existing strategy of competing with competitors on...

BPIR Categories

10.1.3 Plan information/knowledge management systems.
1.3.3 Review customer relationship approach
4.1.4 Develop & implement marketing strategy

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