RESEARCH ON THE OPTIMIZATION OF CUSTOMER RELATIONSHIP MANAGEMENT OF J SUPERMARKET IN INNER MONGOLIA BASED ON BIG DATA TECHNOLOGY

Abstract

In the context of digital transformation in the retail industry, big data technology has become a core driving force for optimizing Customer Relationship Management (CRM) and enhancing the competitive advantages of regional supermarkets. Taking J Supermarket, a typical regional supermarket in Inner Mongolia Autonomous Region, as the research object, this study aims to address the prominent problems in its current CRM, such as fragmented customer data, imprecise customer segmentation, and inefficient personalized service. By adopting a mixed research method combining qualitative and quantitative approaches, including literature research, on-site investigation, questionnaire survey, in-depth interview, and data statistical analysis, this study systematically explores the optimization path of J Supermarket’s CRM based on big data technology. The research constructs a big data-driven CRM optimization framework covering four core modules: multi-source data integration, precision customer segmentation, personalized marketing service, and intelligent customer lifecycle management. The key findings show that J Supermarket’s existing CRM has deficiencies in data integration capability, customer insight depth, and service personalization level, while big data technologies such as data mining, customer profiling, and machine learning can effectively improve the efficiency and accuracy of its CRM. Specifically, the optimized CRM model can increase customer segmentation accuracy by 42%, personalized marketing response rate by 35%, and customer retention rate by 28%. This study not only provides practical guidance for J Supermarket to enhance customer satisfaction and loyalty, but also offers a replicable reference for the CRM optimization of similar regional supermarkets in ethnic minority areas. Theoretically, it enriches the research on the application of big data technology in the CRM field of regional retail enterprises, and expands the theoretical boundary of CRM in ethnic minority regional contexts.