Mobile CRM Implementation Strategy for Showcase's North American Market Expansion
Overview
This paper analyzes Showcase, a Canadian retail company, and proposes a mobile customer relationship management (CRM) strategy to support its expansion into the American market. The paper employs design thinking and rapid prototyping methodologies to develop a mobile CRM application that will increase customer base by 35% and revenue by 15% within one year.
What this coursework covers
- Introduction: Overview of Showcase's business context and rationale for mobile CRM implementation
- Strategy Formulation: Positioning approach using CRM for competitive advantage in regional market expansion
- War Room Rapid Prototyping: Five-step development process for efficient app creation
- Design Thinking: User-centered development cycle with iterative evaluation and implementation stages
- Business Model Canvas and Strategy Analysis: Hypothesis testing and core assumptions for mobile CRM feasibility
- Next Steps: Implementation roadmap based on hypothesis test results
Preview
Strategic Planning and Evaluation
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Strategic Planning and Evaluation
Introduction
Showcase is a Canadian retail company specializing in various trends, including beauty, home, health, and toys. The firm recently expanded into America and currently has 117 stores spread across Canada and the NortheasteThe retailer is planning to expand across America and compete directly with other major brands like Amazon and Walmart. rn USA. Although Showcase has a website where customers can shop online, it lacks a strong mobile customer relationship manaalmart. The stiff competition in America’s retail sector and the importance of customer relationship management (CRM) in understanding customer needs and trends. This report recommends that Showcase implement mobile CRM to reach a much larger customer base and increase revenue.
Strategy Formulation
The report chose the positioning approach to strategy formulation. Showcase is expanding into a new regional market and, therefore, implementing a CRM strategy that guarantees maximum customer service advantage gives it an edge over its competitors.
War Room
Rapid Prototyping
A pilot to test the CRM strategy will involve five steps: developing and refining the idea, brainstorming mobile CRM requirements, creating sketches of the application’s primary screens, transforming sketches into wireframes, and building a prototype. These five steps will ensure that the company develops an app that has all the key functionalities and integrations needed by shoppers within the shortest time and at the least cost.
Design Thinking
The mobile CRM design process will employ a user-centered approach that keeps users’ needs in mind.