Digital CRM Tools and Consumer Retention in Nigeria’s FMCG Sector: A Quantitative Analysis

This study examines the impact of digital CRM tools on consumer retention within the FMCG sector in Nigeria. Employing a quantitative research design, the study utilized a sample size of 376 respondents out of 500 surveyed, with a high response rate of 75.2%. The research investigates three dimensions of digital CRM tools: personalized marketing communication (PMC), automated customer service (ACS), and data-driven insights (DDI). Utilizing regression analysis with SPSS, the study finds that each dimension positively influences consumer retention. Specifically, personalized marketing communication enhances customer loyalty through tailored engagement, automated customer service improves satisfaction by streamlining support, and data-driven insights enable informed decision-making to meet customer needs effectively. The findings highlight the practical implications of integrating advanced CRM strategies to boost retention rates and provide actionable recommendations for FMCG companies. The study also suggests further research into sector-specific personalization, emerging technologies, and cross-regional CRM impacts to deepen understanding and optimize CRM applications.