CRM / Loyalty

Retail CRM provides insights from leading retailers and industry experts that help improve the customer experience at every touch point and across all channels. Some topics covered in CRM articles include customer loyalty, email marketing and promotion optimization. Subscribe to the feed and stay in touch with the latest retail happenings.

'Tis The Season To Tailor Marketing Campaigns To Mobile-Empowered Shoppers

Ramsey Masri OtherLevelsHoliday shoppers are frequently creatures of habit, but as retailers and marketers know, shoppers' habits are changing.

This holiday season, retail marketers are faced with the challenging task of building bridges between customers' traditional holiday expectations (sales, discounts, holiday promotions) and the new realities of the mobile marketplace (smartphone browsing, easy-to-use shopping apps, mobile rewards programs, online offers, tantalizing text messages and more).


How To Reward Engagement: Practical Tactical Options

1Kate Hogenson KobieThere’s a lot of buzz among loyalty marketers about recognizing the value of a customer’s engagement with the brand as well as their purchases, and doing so with hard value discounts or cash back in return. That’s a very nice sentiment, but the buzz is surprisingly short on information about how to do it without losing your shirt or looking just plain silly.

How on earth can a loyalty marketer determine how many points to award for a non-purchase activity when those same points can then be used for discounted or free product?


Backcountry's Gearheads Leverage Expertise And Enthusiasm To Build Customer Relationships

People who are passionate about their outdoor activities, whether they are skiers, cyclists, mountain climbers or off-roaders, like to trade stories with other aficionados. And when these enthusiasts are shopping for apparel and equipment, they seek out particular brands, but also advice from people they can trust — people who not only know the products inside and out, but also how the gear will fit into the customer's particular needs and style.

Pure-play outdoor retailer Backcountry has built its contact centers based on these facts, staffing them with enthusiastic outdoor adventurers called "Gearheads." The retailer arms these employees with both technology and extensive, ongoing training.


C-Level Challenge: Turning One-Time Customers Into Loyal Customers

1Michael Ross DynamicActionRetail CEOs, CFOs and CMOs are more challenged than ever to answer the growing omnichannel demands of consumers while providing profitable growth for owners and shareholders. The issue often arises that with disjointed data and even more siloed organizations, the answers C-level retailers need are almost impossible to attain. They are often not asking the right questions to understand how their merchandising, marketing, operations and finance efforts should be performing and if they are truly winning the retail battle.  

Through my years in working with retailers, I’ve determined that there are a key set of questions that retailer executives must be prepared to answer, and should be regularly posing to their teams in order to stay profitable and survive. The first of those questions is related to customer profitability:


Z Gallerie Selects Full Suite Of Cloud-Based Aptos Solutions

Z Gallerie exteriorFashion-forward home brand Z Gallerie will deploy a full suite of cloud-based retail solutions from Aptos (formerly Epicor Retail Solutions). The end-to-end omnichannel solution, delivered in a Software as a Service (SaaS) model, provides Z Gallerie with strong CRM and e-Commerce functionality combined with solid financial reporting capabilities.

Z Gallerie will leverage a complete solution set that includes Aptos Store (for point of sale); Aptos Merchandising, Planning and Resourcing; Aptos Retail Analytics and Sales Audit; Aptos CRM and Clienteling; Aptos Digital Commerce; and Aptos Enterprise Order Management. The suite will enable the retailer to better understand customers' wants, needs and buying behavior, as well improve customer engagement and allow the company to expand its digital commerce footprint.


Mi9 Retail Acquires Raymark

Mi9-logoMi9 Retail has acquired Raymark Xpert Business Systems. The newly combined company will offer a broad suite of real-time enabled applications including merchandising, analytics, point of sale, omnichannel, clienteling and CRM, while continuing to support and develop all existing applications. Neither party disclosed a purchase price.

Based on the growth of its flagship solution that combines merchandising and business intelligence, Mi9 Retail has experienced strong growth over the past two years. Built on a common set of web technologies, retailers can deploy this solution in the cloud, on premises or as a service.


Kohl's To Open New Store Formats As Part of Growth Strategy

1kohls store smallKohl's will add three new concepts to its store footprint in 2016. The department store retailer will open five to 10 smaller, more agile 35,000-square-foot stores in underserved markets as well as 10 to 15 FILA sports apparel stores in outlet malls. In addition, the retailer plans to open two more Off-Aisle by Kohl's off price locations in 2016, following a single-store pilot of the concept.

"We are in a strong position to explore new formats as an additional avenue for growth and diversification," said CEO and President Kevin Mansell, speaking at the WWD Apparel and Retail CEO Summit on Oct. 27.


90% Of Shoppers Say Price Lures Them To Leave A Store And Buy At A Different Retailer

AR Cognizant ImageMore than 90% of shoppers say price is the top reason they buy an item from a different retailer after visiting a store without making a purchase, according to research from Cognizant. As many as 55% of shoppers leave and go to another retailer’s store if they feel the price of an item is too high.

When it comes to retailers that offer the lowest prices, there are still plenty of reasons consumers can be turned off from making a purchase. Almost half (48%) of shoppers say convenience is the top reason they will not shop at the lowest price retailer. Additionally, 32% of these shoppers prefer loyalty programs at other retailers, while 31% will shop at retailers with a better return policy.


JCPenney CEO: 'It All Happens In The Store'

Marvin Ellison JCPenneyAfter officially stepping into the challenging role of JCPenney CEO in August 2015, Marvin Ellison is poised to bring success and renewal to the iconic retail brand. Ellison previously spent 12 years at Home Depot and 15 years at Target. He accepted the JCPenney position one year ago, in October 2014, following a tumultuous few years at the company.

Ellison has a big hill to climb at JCPenney. In 2011, former Apple executive Ron Johnson took over and initiated a failed attempt to completely transform the company's brand image, then Mike Ullman returned to the company to try to turn the tide. Ullman is now serving as the Executive Chairman of the Board for one year.


Consumer Goods Intelligence Suite Helps Gauge And Bolster Consumer Loyalty

AS ConsumerGoods ImageRetailers and CPG brands need to better understand the consumer if they want to engage them at every touch point of their journey. In learning more about consumers, these companies can gain a more complete perspective on industrywide trends, so as to manufacture and release better products.

The Consumer Goods Intelligence Suite solution from Vision Critical allows brands to anticipate customer preferences, forecast trends to improve products and understand new purchasing behaviors influenced by native ads, social media and review web sites.


Starbucks Expands Mobile Order And Pay To All U.S. Stores

Starbucks has expanded its Mobile Order and Pay service to all 7,400 U.S. stores. The feature is integrated into the coffee chain’s mobile app and My Starbucks Rewards loyalty program. Available to iPhone and Android users, Mobile Order & Pay enables consumers to place and pay for orders using their personal mobile devices. They can later pick up their orders at the Starbucks café of their choosing.

Starbucks initially tested Mobile Order and Pay in Portland, Ore. Following the test, which was launched in December 2014, Starbucks expanded the service across the Pacific Northwest. In summer 2015, Starbucks expanded the program to 3,400 locations across 17 states nationwide.


Bond Brand Loyalty Adds Blackberry Exec To Business Development Team

259597bondbrandBond Brand Loyalty, an agency focused on building and operating customer loyalty solutions, has hired Mike McDowell as its North American VP of Business Development. McDowell most recently served as the Senior Director of North American Field Marketing for Blackberry, and has more than 18 years of marketing, channel management, people leadership and business development experience.

In this position, McDowell will draw upon his industry knowledge and enterprise technology product expertise to continue the agency’s North American growth. He also will help improve the return on marketing investments and re-align marketing spend for Bond Brand clients, which span across retail, financial services, automotive, insurance and consumer packaged goods sectors.


Omnichannel Gift Card Programs Offer New Income Streams, Customer Data And Peace Of Mind

AVP site only SVS headshotLeading retailers have made it a priority to create seamless omnichannel experiences for their customers; from apparel through health and beauty to restaurants, brand owners are adding features that allow their customers to order products online or from their mobile devices, and either pick them up in the store or have them delivered to their home.

Women’s apparel retailer Athleta, for example, has laptops set up in-store that allow customers to check on availability of items and order online, if they’re not available at that moment in the store. Cosmetics giant Sephora has an app called “My Beauty Bag” that allows customers to track their purchase history and store their favorite products online, whether from their laptops or a mobile device, for use in ordering or when shopping in-store.


National Coney Island Doubles Monthly Loyalty Program Registrations With Paytronix

National Coney Island, a Michigan-based chain of 20 restaurants, has increased guest visit frequency and spend since launching the Coney Bucks rewards program, which is powered by Paytronix technology.

A July 2014 instant-win promotion helped National Coney Island double new Coney Bucks registrations over the average month’s registrations. To date, Coney Bucks has accumulated 58,000 loyalty program members.

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