Final answer:
Primera manages the Customer Lifecycle by using its mobile loyalty app to attract new customers and retain existing ones through personalized rewards, leading to customer loyalty. The effectiveness of its eCRM program is measured using R-F-M metrics, which evaluate customer interactions based on recency, frequency, and monetary value of their purchases.
Step-by-step explanation:
Customer Lifecycle Stages in eCRM for Primera
To manage the Customer Lifecycle (CLC) stages in eCRM, Primera may start by identifying and attracting potential new customers with targeted promotions through their mobile loyalty app.
Once potential customers are aware of Primera, the acquisition phase involves encouraging them to visit the store and make their first purchase, perhaps by offering a first-time customer discount via the app.
During the retention phase, Primera aims to keep these customers by analyzing their purchase habits and preferences to provide personalized rewards and deals. To encourage shoppers to reach the loyalty stage, Primera can implement a points system that rewards frequent buying behavior with exclusive offers or discounts.
Measuring eCRM Effectiveness Using R-F-M Metrics
To measure the effectiveness of its eCRM program, Primera may analyze its mobile loyalty app's data by utilizing R-F-M (Recency, Frequency, Monetary) metrics. Recency measures how recently a customer made a purchase, indicating the likelihood of them being responsive to future communications.
Frequency tracks how often a customer purchases over a specific period, suggesting their habituation to the brand. Last, Monetary value assesses how much a customer typically spends, which helps prioritize customers who generate more revenue.
By combining these metrics, Primera can evaluate customer value and the eCRM program's impact on customer behavior.