Integrating Social Media into Fashion Retail CRM: A Comparative Analysis of Zudio and Reliance Trends

Abstract

This study emphasises the impact of social media on fostering relationships between consumers and retail brands through increased engagement and interaction by including CRM into the retail industry and ensuring consumer satisfaction, promoting brand loyalty, and increasing sales. This study highlights the CRM practices adopted by two well-known Indian fashion retail companies, Zudio and Reliance Trends. The methodology used in this study was a qualitative research approach. This study focuses on how social media improves CRM practices and exposes the digital CRM technology, approaches, and problems of Zudio and Reliance Trends. This study points out areas of strength and weakness in CRM, as well as recommendations for enhancing digital CRM in the evolving retail environment.