By Matt Goldman
The ‘R’ in Customer Relationship Management is where the magic of lies: the customer relationship. In today’s world of over-crowdedness and overstimulation, relationships are the key to connecting with retail customers in a meaningful way. Research reveals —as does intuition—that retail customers now desire more personalized care in the marketplace, from the sales floor to social media platforms. Everyone wants to be treated as uniquely individual, not merely as a statistic or a consumer with money to spend.
Once a company focuses on building client relationships, they can expand their trust and loyalty factor. CRM software allows retail companies to be all the more attentive to their customers’ needs from the moment they first walk in the door.
CRM software makes personalization simple, thus providing customers with a good feeling about the brand. The integration of online and offline services creates a whole brand experience that makes customers feel welcome.
CRM software also increases productivity on the sales floor, getting employees to train faster, respond smarter, and sell easier. CRM retail software allows employees to collect valuable client information and integrate a company’s marketing efforts into the checkout process. Social media and mobile platforms can be drawn into the system as well to target potential customers right where they’re at—through their phones and computers.
How CRM Software Increases Productivity
CRM software makes the process of selling easier from the sales floor all the way up to the corporate offices and out to the supplier warehouses. Recording all client and merchandise data in one system makes everyone better at their jobs and saves time; it helps automate processes from email marketing to checkout to text message marketing, and everything in between.
Retail CRM software:
- Personalizes customer care: by keeping track of their regular customers’ tastes and contact information, retail sales teams can respond to their customers’ particular needs in a much more personalized way. In fact, 73% of consumers say they’d rather purchase from companies that use their personal information to make their shopping experience more relevant. For bigger-ticket sales, when greater care and more touch points are required, CRM allows one salesperson to take over where another left off, so no one has to start the sales process from scratch again—a potential nuisance and buying deterrent.
- Facilitates list segmentation: CRM software allows retail companies to filter customers through their email list by interest, life stage, demographics, or other factors right inside their system. By segmenting their email list this way, they can target relevant populations in specific areas with their marketing efforts. For example, retail stores might find it useful to target clients in the northern US with outerwear promotions as the seasons grow colder, whereas sending the same promotion to clients in tropical locations would be a waste of resources.
- Streamlines the sales process: CRM software can be used to track customers’ original intents for coming into a store as well as all their purchases. This allows employees to pick up the conversation where they left off and equips them with the information they need to Go to the full article.
Source:: Business 2 Community