How the new CRM strategies affect the large-scale retail market. The Aspiag case.

In today's landscape, Customer Relationship Management (CRM) activities offer immense potential. With a growing number of customer touchpoints and increasingly precise data collection, businesses have unprecedented opportunities to enhance their strategies. In the highly competitive world of large retailers, where customer loyalty is a cornerstone for success, companies are transitioning from broad mass promotions to highly targeted approaches, aiming for one-to-one personalization. Aspiag, the dealership of the Despar brand in Veneto, Emilia-Romagna, Trentino-Alto Adige, and Friuli-Venezia Giulia, has embraced this shift by leveraging its digital fidelity program, Despar Tribù, to better understand and engage its customers. Central to this effort is the continuous analysis of customer behavior, supported by a structured four-step Customer Journey framework and three CRM models: an RFM (Recency, Frequency, Monetary) model, a customer categorization model based on product purchases, and a Customer Lifetime Value (CLV) model. This thesis specifically focuses on the CLV model, exploring it both within a theoretical framework and through the lens of empirical data. Additionally, it examines the impact of the model's implementation on promotional strategies, providing insights into its practical efficacy and potential to reshape the promotional strategies.