Database marketing applications in ready-to wear retailing sector in Turkey

Abstract

The aim of this paper is to explore state of database marketing among ready to wear retailing sector of Turkey. The population was the list of ready to wear retail firms in Istanbul, given by the Turkish Council of Shopping Centers and Retail firms. Out of 81 retail firms on the list, 50 were contacted. An exploratory study was carried out. The research was divided into two parts; telephone interviews and structured in-depth interviews with firms that applied database marketing. Findings suggested important conclusions about the state of database marketing among ready-to-wear retail firms in Turkey. Database marketing was in its introductory state. There were only a few applicators, who did not apply database marketing in the full sense. Most of the retailers thought that they knew their customers, so did not need to collect customer information. Even if they did collect it, they did not analyze it, or gave meaning to it. Customer information did not shape their marketing strategies or actions. Some retailers that collected customer information used it for direct mail purposes. However, two-way dialogue or relationship was not formed with the customers.