B is a public company that operates 100 supermarkets in a European country. There are a number of other supermarkets operating in the country and the market is fiercely com- petitive. All of the supermarkets find it difficult to generate any customer loyalty and have found that customers are very price sensitive. Like all other supermarkets in the country, B suffers a higher staff turnover than other retail outlets and this is recognised as one of the reasons for relatively low customer satisfaction and retention. The marketing director has suggested that the company would benefit from introducing a credit card that its customers could use in its supermarkets and in other retail outlets within the country. At present, although all supermarkets in the country accept credit cards for payment for goods, no other supermarket offers its own credit card. The marketing director claims that, in addition to the appeal to the customers, the credit card would allow B to gather large quantities of data about its customers. He feels this would offer advantages in terms of data mining, data warehousing and relationship marketing. You are the management accountant for B. The finance director has said that she is unfa- miliar with these techniques and has asked you to provide some explanations and advice in the context of B’s business. Requirements Distinguish between data mining and data warehousing. Describe relationship marketing in the context of B’s business applying the ‘six mar- kets’ model. Recommend, with reasons, three strategies that B can use to develop relationship mar- keting and improve customer loyalty.
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