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.

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.

Crunch Shifts Retail Operations To The Cloud

  • Published in News Briefs
Fitness gym chain Crunch has selected Cegid, a cloud services and software provider, to support its retail technology transformation. Crunch has upgraded to Cegid’s SaaS retail software (Yourcegid Y2) in an effort to centralize its operations and accelerate time to value with less risk.

To Empower Your Loyalty Program, Turn Members Into Brand Advocates

When was the last time you actually felt rewarded by a retail loyalty program? When was the last time you received an email full of coupons or sales that didn’t just feel like a desperate cry for attention? For years, retailers have shaped customer loyalty programs around punch cards and discounts. While these lightweight programs are often enough to inspire a return visit, they do very little to make a better customer experience (CX). When a sale is the only meaningful way for a customer to interact with their favorite brand, retailers make it very clear that customer loyalty is a one-way street.

Finish Line Blends Online And Offline Data To Personalize Emails

Leveraging data from customers' in-store and online activities to create more personalized email communications, Finish Line has expanded its customer base while simultaneously boosting open rates by more than 15%. "We're using as much data as we can to send emails that are as personalized and to the point as we can," said Scott Posilkin, CRM and Retention Digital Email Strategist for the sports and activewear apparel and footwear retailer. The result is that Finish Line is reaching more customers in segments the company is targeting, without suffering reductions in either click-through rates or open rates.

Cabela’s Seeks Video Feedback To Capture Range Of Customers' Emotions

Cabela’s has partnered with shopper experience optimization solutions provider InMoment to transform the outdoor brand’s customer engagement strategy. By deploying the InMoment platform within all its stores in July 2016, Cabela’s aims to: Integrate video feedback as an extension of its in-store experience; Gather more instructive feedback from traditional channels, such as online reviews and surveys; Address and close the loop on immediate consumer concerns in real time; Provide individual and team coaching to store associates; and Understand emerging and historical trends. While the retailer had always sought to gather information about each consumer’s experience prior to the partnership with InMoment, its online and phone surveys were limited in the emotions they could capture without guidance, according to Nathan Borowski, Communications Specialist at Cabela’s. With the video feedback option, the retailer can bring an added element of human interaction that it previously had not been able to harness.

Belly Launches Omnichannel Loyalty Platform

  • Published in News Briefs
Loyalty technology provider Belly has launched BLUE, a configurable omnichannel loyalty platform for enterprise retailers. The new solution enables retailers to create unified experiences in-store, on mobile and online, in real time.

Fostering Loyalty In The Digital Age

“Anyone can sell their product by dropping prices, but that does not breed loyalty.” ― Simon Senik Loyalty. Oxford Dictionaries defines it as “a strong feeling of support or allegiance.” Companies increasingly place a premium on fostering it. Forrester Research says improving customer loyalty is likely to be a top marketing priority for 80% of decision-makers at large organizations this year; and a CMO study highlights that 61% of CMOs believe loyalty program participants represent their best and most profitable customers, thrusting customer loyalty programs into the spotlight.1 Unfortunately, the most recent loyalty census by Colloquy underscores the fact that today’s programs are ubiquitous but largely ineffective, with Americans belonging to approximately 29 loyalty programs per household but participating actively in just 12. The drop-off rate has risen steadily every year since 2012 and a whopping 67% of consumers say they don’t feel they are getting adequate value from sharing their personal information with organizations.2

A User’s Guide to Content Marketing

Given the increasing costs of customer acquisition, achieving brand loyalty amongst consumer bases is more important than ever. Historically, brands would reach out to customers in an aim to attract more traffic and boost sales, but today the buyer is the expert. In this change of tides, buyers independently reach out to particular brands and offer their indulgence — no longer can they simply be bought by generic coupons and ad campaigns. Marketers can’t just look to retain customers, they need to deeply engage with them to build full brand loyalty. Simply advertising a promotion — like in traditional marketing — is likely to result in a one-time purchase. Content marketing, however, allows consumers to be immersed in the experience of the brand’s expertise and consider their opinions as they make their initial evaluations of competing products. Simply put, content marketing uniquely allows brands to communicate with consumers and sell values and ideas without outright selling anything.

#RSP16 Webinar Series Delivers Strategy And Planning Insights

  • Published in Trend Watch
The #RSP16 Retail Strategy & Planning webinar series offers a concentrated burst of information, insights and best practices for retail decision-makers. Over four days, from Sept. 19-22, Retail TouchPoints will present seven webinars on some of the industry's hottest topics, including: • Using location data to boost business results; • Harnessing distributed analytics to drive revenue, CX and supply chain excellence; • Building an "advocate army"; and • Safeguarding your e-Commerce business from the ravages of data-scraping "bots".

Gen Z Remains Price Conscious And Seeks Experiential Retail

  • Published in Trend Watch
Retailers aiming to capture a younger audience must understand four major characteristics of the Gen Z shopper: they are very price-conscious, they prefer experiences over material items, they’re not brand loyal and they prefer paying with cash to credit and debit cards. With Gen Z currently making up 25% of the total U.S. population and representing $44 billion in buying power, brands need to move quickly in order to align their business models to this demographic.

Emarsys Enlists Antavo To Bring Behavior-Based Rewards To Online Retail

  • Published in News Briefs
Cloud marketing software provider Emarsys has partnered with Antavo, an e-Commerce reward program developer, to provide its e-Commerce customers with loyalty programs based on rewarding behaviors and engagement. With this partnership, Emarsys clients in the U.S., UK, Canada and Ireland can take advantage of Antavo’s loyalty programs within their online…

Is Good Karma The Newest Customer Reward?

Several years ago I heard a futurist predict what the retail economy would be like by 2020. One of his big ideas was that consumers would begin to monetize themselves, "selling" things such as their private information, their attention to a given marketing message and the right to address personalized communications to them. Now, four years ahead of schedule, some consumers are being rewarded by retailers for actions they take, but the big difference is that they aren't earning money. They're being showered with an incentive they can't take to the bank: good karma.
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