EPPM1013 Digital Business Week 5 Topic9: Customer Relationship Marketing

Regarding Topic 9: Customer Relationship Marketing——Personalized Recommendations on Taobao

Learning Content: As the end of the semester approaches, I tend to have a strong urge to engage in retaliatory consumption when under pressure. Therefore, before returning to Malaysia, I always browse Taobao to purchase clothes and accessories that I want to wear or bring back. This time, as usual, I started browsing Taobao and found that the personalized recommendation section was mostly filled with clothes, sets, and accessories that I liked or other items I wanted to buy. Even my favorite clothing brands have launched an omni-channel experience on Taobao, integrating online and offline. The "Guess I Like" section was also mostly filled with clothing types that I or my friends had mentioned or that I wanted to browse.

Business Application: In fact, the process of data collection → customer segmentation → personalized communication → analysis → optimization is related to the content we are learning in Topic 9. By integrating online and offline shopping channels, a long-term relationship with customers can be established. This model is worth learning. In other words, CRM actually teaches us how to attract and retain customers. Through this, I truly realized this business principle.



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