Customer Relationship Management Experience of the Russian Company in the Selective Perfumery Market

Nowadays the market economy development is characterized by customers' behavior transformations. These customers seek maximum benefits in both price and product. In today's highly competitive and globalizing markets, it becomes more important to understand the consumer’s behavior and create strong customer connections to a brand through customer-centric strategy. This paper’s goal is to investigate company interactions with its clients in the selective perfumery market. The research provides results by examining an experience of a Moscow selective perfumery shop. The research will follow these stages: perfume market analysis and company performance analysis, behavior analysis of selective perfumery consumers; qualitative empirical research in-depth interviews with industry experts; quantitative empirical research executed by a survey of selective-fragrance consumers. As a result, a list of recommendations proposed in this paper will be used by the company and can be applied in future practice. Keywords: relationship marketing, customer orientation concept, customer relationship management, niche/selective perfumery.