---
title: "CRM plan for online shop"
subject: "Information System"
chapter: 3
key: "semester_8/information_system:crm-online-shop-plan"
source: https://www.bctengineer.com/q/semester_8/information_system/crm-online-shop-plan
site: BCT Engineering
---

# CRM plan for online shop

Information System · Chapter 3: Enterprise Management Systems

- Asked in: 2073 Magh, 8 marks
- Answer checked by Claude Opus 5.5 (high effort) on 2026-10-14
- Page: https://www.bctengineer.com/q/semester_8/information_system/crm-online-shop-plan
- Whole chapter: https://www.bctengineer.com/md/semester_8/information_system/chapter-3

## Question

Suppose you are assigned for the customer relationship management job of an online shop that does not have any physical store. What will be your plans to convert and retain your customers?

## Short answer

Convert visitors by analysing behaviour, building trust with clear policies and offering first-purchase discounts. Retain with fast delivery, 24/7 support, loyalty points, personalised offers and win-back campaigns, continuously measuring conversion and repeat purchase rates.

## Answer

**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.

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

## Check yourself

The answer's key points as multiple-choice questions, with the correct option and why.

1. For an online shop with no physical store, which step builds customer trust?
   A. Hiding the return policy
   B. Removing product details
   C. Clear return/refund policy, genuine reviews and cash on delivery
   D. Asking for payment only by advance bank transfer
   Answer: C. Without a showroom trust is the main challenge, so clear policies, reviews and COD help. (Key point: Trust building)

2. What is used to bring back visitors who left items in their cart?
   A. Loyalty tiers
   B. Win-back of inactive customers
   C. Quality control
   D. Retargeting
   Answer: D. Retargeting for abandoned carts is part of targeted marketing for conversion. (Key point: Abandoned carts)

3. Which is a retention measure?
   A. Loyalty program with points, tiers and referral rewards
   B. Welcome discount on first order only
   C. Search engine advertising
   D. Simple checkout design
   Answer: A. Loyalty programs retain customers; welcome discounts and ads aim at conversion. (Key point: Retention)

4. Why does the CRM record every visitor, search, cart and order?
   A. To delete customer history
   B. To segment customers (new, frequent, high value, inactive) and personalise offers
   C. To avoid contacting customers
   D. To reduce site speed
   Answer: B. Data collection enables segmentation and personalised recommendations. (Key point: Segmentation)

5. Which metrics are used to measure the plan?
   A. Number of office chairs
   B. Server room temperature
   C. Conversion rate, repeat purchase rate, churn and customer lifetime value
   D. Staff attendance only
   Answer: C. The plan is measured by conversion, repeat purchases, churn, CLV and satisfaction. (Key point: Measurement)

## Related in Information System

- [Importance of change management](https://www.bctengineer.com/question.md?key=semester_8%2Finformation_system%3Achange-management-importance-tactics) — Information System, chapter 6, asked 2×

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- [Doubly linked list: bank customer records](https://www.bctengineer.com/question.md?key=semester_4%2Fdata_structure_and_algorithm%3Adoubly-bank-customer) — Data Structure and Algorithm, chapter 4
- [SQL: customers with account in Dharan](https://www.bctengineer.com/question.md?key=semester_6%2Fdatabase_management_system%3Asql-customers-dharan-branch) — Database Management System, chapter 3