Propuesta de Implementación de un Sistema de CRM y Estrategias de Marketing Digital para Incrementar la Fidelización y Retención de Clientes en Decoraciones El Sol

Abstract

Abstract: This thesis project proposes the implementation of a CRM system and the development of digital marketing strategies to increase loyalty by 20% and customer retention at Decoraciones El Sol, this company is a gift shop and details located in Guayaquil, during the process of preparing this thesis it was possible identify several challenges: absence of a CRM, data disorganization and lack of digital marketing strategies. This project has been carried out using methodology of quantitative and qualitative approach, with 217 surveys and 15 interviews with recurring clients. The findings give evidence of the need to centralize data, automate processes and optimize presence on digital channels. For this, several strategies have been designed, one of them is a loyalty program with benefits and discounts, also the integration of automation tools in online channels and digital advertising. At the end it was done the projected financial analysis, which confirms the viability of the project.