RedPrairie Thought Piece

Clienteling: Up Close and Personal 3D

The Evolution of CRM

Most Retailers Are Just Beginning to Explore the Possibilities

For years, both the corner shopkeeper and the national department store have struggled with the same fundamental challenge: increasing the number of customer visits and the amount those customers spend with each visit. Certainly, understanding customers, having the right merchandise, and delivering the appropriate experience are levers that can be pulled, but achieving the right setting for each lever can be a challenge. Today’s most successful retailers are learning to integrate Customer Relationship Management (CRM) techniques as both a strategy and a process to manage these levers in order to ultimately increase customer visits and spending per visit. These requirements go beyond the traditional, static CRM data capabilities. It’s all about making that data actionable into processes and best practices.

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