Relationship Marketing It is a set of marketing activities aimed at developing a long-term relationship with the consumer as this will lead to future transactions. The methods of maintaining this relationship would be through customer service and make sure customer satisfaction is being exceeded, and also through marketing functions. Businesses would store details such as buying patterns and purchase history about their customers in databases, and would contact the customer through email or post, informing them of new products, sales of products they have purchased before or similar ones. There are multiple methods which Amazon and Adidas use in relation to relationship marketing, some of these including loyalty programs, top customer service, …show more content…
Top customer service essentially helps to build repeat business, which is the return of customers to purchase more and more products; it also creates positive word of mouth, with customers more likely to promote your company to their friends and family which ultimately leads to an increase in sales in the long-term. An example of Amazon using this method is when someone purchased a book for $25 from a third party seller on their website [4]. The product was described as “New” however when received was clearly used as it had pages missing etc. Amazon when contacted would instantly offer a full refund, even though it was not one of their products being sold and they did not even ask to receive the book. This shows that they take their customer service seriously and it is no wonder they have been voted on of the best companies at it over the last few …show more content…
This method essentially allows Adidas and its staff to interact with their most loyal customers face-to-face, which is the best method of communication, it allows the customers to express their ideas about new product ranges and give feedback on how well the company is treating its customers. This is great ways of customer retention, as strong relationships are formed through communication. The customers would appreciate being listened to and reasoned with in relation to the direction in which the products are going with, and having the chance to give their ideas on products they would like to see. Adidas use these events in conjunction with sporting events, and allow their customers an opportunity to experience these events with other like-minded Adidas