Innovation science and technologiy Ҷилди 2 № 5 (2026)
DEVELOPMENT OF MODERN MARKETING APPROACHES TO CUSTOMER RELATIONSHIP MANAGEMENT IN RETAIL ENTERPRISES
Safarov, Bakhtiyor
Аннотатсия
This article examines modern marketing approaches to customer relationship managementin retail enterprises. The study analyzed the theoretical and practical aspects of digital marketing tools, anomnichannel service model, personalized recommendation systems, and loyalty programs. The importance ofCRM systems in the process of digital transformation was substantiated using the example of the Uzbek retailmarket. The effectiveness of data-driven management, customer segmentation, and omnichannel integrationwas highlighted using the example of the Uzum and Korzinka enterprises. The results of the study showed thatthe use of a single customer profile, personalized marketing, and digital ecosystems can increase customerloyalty and the competitiveness of retail enterprises.
CRM, retail, digital marketing, omnichannel service, customer loyalty, personalization, e-commerce, digital transformation.
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