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Objective 2 Brand Loyalty (Tailored personalisation)

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The importance of Customer Relationship Management in retail. A retailer’s relationship with their customer is key to repeat store visits, brand loyalty and ultimately sales conversions.

The importance of Customer Relationship Management in retail

But how do you go about creating a winning formula? How can you engage consumers in today’s multi-channel environment; be it through a website, social media channels or instore, to keep them coming back? Customer Relationship Management (CRM) in retail isn’t a new concept, but it’s one that could help retailers win the battle for sales in these competitive times.

Tesco introduced their loyalty Clubcard in 1995, collecting data on shoppers and using the information to personalise discounts and rewards. The Future of Retail. By Chuck Schaeffer Consumer purchase behaviors are incurring a titanic shift.

The Future of Retail

Consumers are more informed, connected and empowered than ever and they know they have options as alternatives are only a click away. CRM Software Statistics for 2016 by SuperOffice. Post summary: The rise of mobile CRMAccess from multiple devices Increase in cloud-based CRM SolutionsCRM growth not slowing downThe year of the customer The CRM industry continues to grow at a staggering rate, and each year new statistics are reported based on CRM trends.

CRM Software Statistics for 2016 by SuperOffice

In 2015, we saw increased use of CRM software on mobile devices. This was aided by businesses increasingly adopting cloud based CRM solutions, allowing their employees to access the software anywhere they go on the smart device of their choice. Those who have embraced these technologies have seen a huge improvement in both the adoption of CRM software by their employees and the meeting of sales quotas – And 91% of companies with more than 11 employees now use CRM software. Customer relationship management (CRM) is gaining momentum.

To a few marketers, ‘customer relationship management’ (CRM) probably means little more than ‘direct marketing’.

Customer relationship management (CRM) is gaining momentum

For some, CRM remains separated from other marketing disciplines, often used just to trigger direct mail and email. But that state of affairs is becoming rarer and CRM is gaining momentum as the central hub for everything a brand knows about its customers. Research by Gartner published this month shows that the global CRM software market grew by 14 per cent in 2013, an increase mainly driven by greater investment in digital marketing and customer experience initiatives. CRM has moved beyond direct response and reaches into all areas of a business. Drapers Roundtable: Personalisation strategies must be driven from the top down.

1% Retail How Retailers Are Serving Their Best Customers. Tailored experience or digital stalking? Has personalisation gone too far? In a time poor, media-saturated society used to instant gratification, many customers like the idea of brands tailoring content to their individual needs.

Tailored experience or digital stalking? Has personalisation gone too far?

But, as marketers know, there is a trade-off for personalised brand experiences: people trade data for a tailored brand experience. That’s why whenever their smartphone software or favourite social media app updates to a new version, they are likely to automatically click “yes” to its permissions – allowing the brand to track their location, data, emails, and even publish things on their behalf – without really reading the terms and conditions. Even clear terms and conditions do not insulate brands from consumer backlash if it is felt they have over-stepped this data/desire trade off. US retailer Target worked out how to predict when a customer was pregnant based on their purchases, and sent them promotional material based on this data, which provoked a strong response.