This paper seeks to determine the usefulness of data mining tools to SMEs in developing customer relationship management (CRM) in the fashion retail sector. Kalakota & Robinson’s (1999, p.114) model of ‘The Three Phases of CRM’ acts as a basis to explore the use of data mining software....

Autoethnographic approaches to doing research in retailing are rare. Through the researcher reflecting on and analysing her own personal experiences as a fashion retail store proprietor, this study reconstructed the process of her strategic decision making with regard to moving from selling...