Customer relations management application in retail selling sector: The Determination of preference reasons related with the store card usage of supermarket customers

Change has reached such fast and non-estimated dimensions, it is not possiblethat companies which shows activity in this kind of environment find new markets andbe superior in competition with their traditional marketing perceptiveness andaplications. Retail business is a highly important industry branch that also takes placein Turkey as all over the world and a lot of changes happen in this area. In today?schanging global environment, all organisations are trying to have competitionadvantage and are trying to find new ways to increase customer loyalty. In today?sconditions that competition race continues somehow, ?Product Focus? opinion gives itsplace to ?Customer Focus? opinion.In this case CRM increases the ability to hold the costomer and to come on themarket with right products on the profitable branch as a inevitable solution. Thisaplication doesn?t mean that only setting up case systems otomation or deliveringloyalty cards that gives points.In this study, the consepts of Customer Relations Management (CRM) that hasbecome very popular in marketing world, recently; has been explained using theinformation which has been obtained by the means of theoretical studies and literatureinvestigations those have been carried out, and store card, which is one of theapplication instruments of customer relations management in retail selling sector andthe advantages which are provided by store cards and preference reasons ofcustomers related with this topic, have been studied. The study has been ended withfield investigations, carried out in supermarkets. The study has been done on thecustomers who use store card and do shopping in süpermarkets.Keywords: Retailing, Customer, CRM, Supermarket, Store Card