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From cross comparison viewpoint, this study has been designed with the objectives of: first, t o explore the key influential aspects of CRM and second, to identify and critically discuss the curr ent trends of CRM adoption. Tesco and Sainsbury’s are two major retailers in the United Kingdom and taking these as the case studies. This mixed method study has employed the in depth interview techniques with the use of semi structured questions. Major retailers in the United Kingdom have been adopting strategies and policies of customer relationship management. Results have indicated that, effective CRM can influences positively and thus to ensure business growth and profitability. T he Loyalty Card holders of both Tesco and Sainsbury’s do not frequently shop at other retailers, responsiveness is the key factor for effective CRM, and newsletters sent to the customers are the most reliable way for information sharing.

A Comparative Case Study Investigating the Adoption of Customer Relationship Management (CRM) The Case of Tesco and Sainsbury's