CRM plan for online shop

Assumptions: the shop sells through a website and mobile app, delivers by courier with cash on delivery and digital payment, and has no showroom. Customer trust and repeat purchase are the main challenges.

Plan to convert visitors into customers

1. Collect and analyse data - use CRM to record every visitor, search, cart and order, and segment customers (new, frequent, high value, inactive).
2. Build trust - clear return and refund policy, genuine reviews, cash on delivery, secure HTTPS payment, product photos and details, live chat.
3. Attractive first purchase - welcome discount, free delivery on the first order, limited-time offers.
4. Easy buying experience - simple search, fast site, few checkout steps, mobile payments (eSewa, Khalti).
5. Targeted marketing - email, SMS and social media ads, retargeting for abandoned carts, search engine advertising.
6. Personal recommendations based on browsing and purchase history.

Plan to retain customers

1. Prompt service - order confirmation, tracking updates, quick delivery, 24/7 chat and call support.
2. Loyalty program - points, membership tiers, birthday offers, referral rewards.
3. Follow-up - ask for feedback after delivery, resolve complaints within a defined time.
4. Personalised communication - festival offers (Dashain, Tihar), reminders for repeat items.
5. Win-back campaigns for inactive customers.
6. Quality control - correct items, good packaging, easy returns.
7. Measure - conversion rate, repeat purchase rate, churn, customer lifetime value and satisfaction; adjust the plan.

 Visitor -> Lead -> First order -> Repeat -> Loyal/advocate