"Ross Dress for Less" Management

Paper Summary:

This paper illustrates how three objectives of customer relationship management have been put into effective action through the management philosophy of Ross Stores, Inc. The acquisition of new customers, retention of the right existing customers, and growth in the relationships with existing customers are the three objectives examined in the paper.

Introduction
Review and Analysis
Management Formula
Customer Relationship Marketing
Competition
Merchandising
Pricing
Use of Technology

From the Paper:

"Management Formula. The Ross management approach is fairly simple and straightforward. They sell brand-name clothing at up to 60% less than department stores. However, while the formula may be simple, the execution requires a complex dance with both partners and suppliers. Over the years, the successful discount retailers have established their own sophisticated distribution and sourcing networks (DiCarlo, 2003). Some analysts say that Ross's winning formula is actually a struggling economy, combined with a renewed focus on selling nationally known brands. They emphasize that the store caters to shoppers who are truly interested in a treasure hunt (Steen, 2002)."

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