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.

Sweet Deal: 5 Ways Godiva Is Rethinking Digital

Godiva Chocolatier Director of Ecommerce, Brita Turner, shares exclusive insights into the retailer’s recent digital transformation, which delivered 16% sales increases and a 12% boost in conversion rate.  The holiday season is always a critical time of year for retailers and for many premium brands, like Godiva, it’s more important than ever to create experiences that align with how customers shop today. New industry reports show that more than half of consumers plan to make a majority of their purchases online during the holiday season, which is not surprising given that data from comScore shows that total digital spend for the 2015 holidays exceeded $69 billion.

Retailers Increasingly Embrace Online Loyalty Programs — For Good Reasons

Amazon’s dominance in the online retail world has had serious consequences for traditional brick-and-mortar retailers. Due in part to the “Amazon Effect,” a variety of brand-name stores, from Macy’s and Kohl’s to Nordstrom and more, have seen their in-store traffic drop significantly. With Amazon Prime’s membership base projected to comprise half of all U.S. households by the end of 2016, legacy retailers — indeed, all retailers — need to take steps to keep and expand their audiences, which is why many of them are offering e-Commerce loyalty programs of their own. Prime, of course, is the current gold standard for such programs. After launching in 2005 with just one benefit — free 2-day shipping on millions of Amazon-sold items — Prime added a Kindle lending library and online streaming video in 2011, which substantially accelerated its membership growth. Since then, it’s continued to add benefits and services such as online streaming music, Prime Now same-day deliveries, and more. This expansion has helped Prime achieve a 33% compound annual growth rate (CAGR) in enrollments from January 2013 through August 2016. As a result, Amazon now has an enviable base of highly engaged shoppers:

LiveWorld Launches Chatbot Management For Facebook Messenger

LiveWorld has launched chatbot management software for Facebook Messenger, designed to enable chatbots to automatically hand off consumer interactions to live human agents when necessary. Retailers can conduct one-on-one conversations with customers in real time across marketing and customer service, with integration support for CRM and help desk applications.

Consumer Reviews Help Formula Seller Boost Retail Presence 131%

Businesses that don’t get much publicity, or can't afford a major advertising campaign, often rely on word of mouth to drive more awareness for their brand. Kabrita is no exception. As a seller of goat milk formula for infants and toddlers, Kabrita sought to leverage feedback from parents to educate other parents on the benefits of a feeding product that very few consumers are informed about. In January 2016, Kabrita partnered with online ratings and review platform provider Bazaarvoice to deploy its Conversations solution. Since incorporating the Bazaarvoice platform into its online reviews, Kabrita has: Achieved 20% month-over-month sales growth into September 2016; Increased its presence within retail stores 131%, jumping from 1,600 locations to nearly 3,700; and Posted an average 4.9/5-star rating, with 99% of parents recommending the product.

8 Questions Test Retailers' Willingness To Personalize CX

  • Published in News Briefs
As retailer marketers struggle to build and maintain high-value relationships with customers, churn, attrition, and high opt-out rates continue to be major challenges. It seems clear that Chief Marketing Officers (CMOs) need to have a greater grasp of what it means to personalize shopper experiences effectively. In an E-book, titled: 8…

58% Of Brand Loyal Moms Seek Consistency Over Good Prices

Attention retailers: The billions of dollars spent on advertising, celebrity endorsements and all efforts for social responsibility are nice. And surely, moms around the country are appreciative of your efforts. But do they drive loyalty? Short answer: no; they do not.  In fact, according to The Love And Loyalty Of Moms, a report by Collective Bias, nearly 60% of 5,000 moms surveyed are brand loyal because of quality, consistency and price. But, if the price isn’t right, even the most loyal moms will ditch a brand for a competitor. While 48% of moms across multiple age categories consider themselves to be brand loyal, that loyalty only goes so far. In fact: 27% of moms would purchase a product from a competing brand based on price; 21% would swap brands due to quality; 20% would switch because of a peer recommendation; and 18% would jump brands they’re loyal to because of a coupon.

Intention Deficit Disorder: Don’t Lose Customers Between Intent And Conversion

As she opens the bags that her grocery store just delivered, Sarah realizes that, once again, she forgot to buy that new mayonnaise made with olive oil. She’s been seeing the ads again and again, and her best friend even posted a delicious looking recipe using the mayonnaise on her Instagram. Despite her strong intent to try this interesting product when it pops up, she keeps forgetting to add it to her online cart. That’s frustrating; but she’s not going to place a special order just to buy it. This is annoying to Sarah, but it’s an even bigger problem for the product manufacturer and grocer because it represents a lost sale for both of them. Think about all the time, money and energy expended marketing the product — and it worked, because Sarah really wants it! But it’s all for nothing if she keeps forgetting to buy it. This scenario plays out every day, all over the world, because there are so many distractions and things on people’s minds.

Retailers Find New Ways To Know Their Customers And Earn Their Trust

The bar has been fundamentally raised on consumers’ expectations in this digital century. Retail today is different because consumers behave differently than in the past. They expect relevancy and are empowered with both access to information and platforms to praise or complain. As a result, retail marketers are moving away from broad demographic push-messaging and evolving to build true 1:1 customer relationships through personalized digital experiences. One of the foundations to achieve that goal is Customer Identity Management. What Is Customer Identity Management and Why Is It So Critical?

JCPenney And DICK’s Test Private Label Payment App Plug-In

  • Published in News Briefs
Retailers are always seeking ways to increase the "stickiness" of their mobile apps, to encourage shoppers to not just download the apps but to use them on a regular basis. Brands offering private label credit cards will now be able to boost stickiness by incorporating payments into their apps, via…

Back To Basics Vs. Focus On Technology: 2 Retail Transformation Stories

Tuesday Morning and Bridgestone Firestone both have been around for many years. The home décor retailer Tuesday Morning was founded in 1974, while Bridgestone and Firestone launched as separate businesses in the early 1900s. Despite (or perhaps because of) their long histories, both companies recently have been facing challenges around appealing to today’s demanding, digital-empowered consumers. To secure long-term business success, these historically traditional brick-and-mortar retailers have taken dissimilar paths, but with a common destination: putting their customer back at the center of their operations.

Managing Customer Relationships In Today’s Hypercompetitive Retail Environment

To boost sales, retailers have long focused on two things: shopping environment and product selection. Unfortunately, this strategy pushes them to deliver ever-improving consumption experiences at lower and lower prices. Such competition is a losing game, especially in today’s hypercompetitive environment.   To flourish in the most dynamic and challenging market conditions in history, retailers must put the customer at the center of the strategy.

Fast Delivery, Order Transparency Critical To Boosting Brand Trust

As many as 87% of online shoppers identify shipping speed as a major factor in deciding whether to shop with an e-Commerce retailer, according to data from Dotcom Distribution. When making purchases from an unfamiliar brand, shoppers cited fast delivery as the top motivator (44%) for increasing brand trust, ranking almost twice as high as improved overall quality of the products themselves (24%). These findings reaffirm that delivery timing remains a significant necessity for brands as they seek to drive loyalty.

CRM Bot Automates Campaign Analysis Chores

  • Published in News Briefs
A CRM optimization bot employing artificial intelligence (AI) and machine learning has been introduced by Optimove. The Optibot is designed to automatically analyze marketing campaigns and recommend actionable insights. The new technology is being rolled out to all Optimove clients, including 1-800-Flowers, Zynga, BetAmerica, eBags, AdoreMe and LuckyVitamin. Optibot, which…

Lululemon Strives To Be ‘Data-Informed’ Not ‘Data-Driven’

In an effort to “amplify the authentic relationship” between the lululemon brand and its customers, the fitness apparel retailer is working to unlock data silos in order to stitch together a 360-degree view of shoppers, said Gregory Themelis, Director of CRM and Guest Insights for lululemon athletica, in an exclusive interview with Retail TouchPoints. But an important distinction for lululemon is to be “informed” by the data, not “driven,” noted Themelis. “Our objectives are built around engagement and understanding our guests.” To that end, lululemon created a new “Digital” division in June 2015, led by Miguel Almeida, Executive Vice President, Digital.

The Ole Bull Co. Integrates CRM With Email, Adds $20,000 In Revenue

As a small business of only six employees, men’s lifestyle e-Commerce brand The Ole Bull Co. had three goals: Eliminate the manual processes plaguing the business, integrate its laundry list of disparate systems, and better analyze and leverage customer data to craft more compelling marketing campaigns. sought out a means to integrate numerous processes within CRM, marketing automation and email marketing without having to sign up the services of various tech tools at once.
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