Winning Retailers More Likely to Involve Stores, eCommerce Channels in CRM Initiatives, New Study Finds

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Better performing retailers are more likely to see CRM as more than a marketing initiative, according to a new research report from RSR Research. While almost every retail survey respondent reported marketing's extensive role in CRM, the report finds that Winning Retailers place much greater value on involvement across the organization - from stores and eCommerce to supply chain and finance.

Not only do better performing retailers - what RSR calls Retail Winners - engage more of their company in CRM initiatives, they also do more to track the performance of customer programs and the overall health of their customer relationships

According to a new RSR Research report, better performing retailers involve far more of their company in customer relationship management (CRM) initiatives than their peers.

"Not only do better performing retailers - what RSR calls Retail Winners - engage more of their company in CRM initiatives, they also do more to track the performance of customer programs and the overall health of their customer relationships," says Nikki Baird, RSR Managing Partner and co-author of the report. "In today's economic environment, retailers have to do everything they can to drive sales. Our research found that keeping up with shifting consumer behavior and both attracting and retaining customers are some of retailers' biggest challenges for customer programs today."

RSR's new publication, CRM and Loyalty 2009: Increasing Relevance to Drive Customer Demand, sponsored by SAS and SAP, is derived from a survey RSR conducted of 83 retailers during May through July, 2009.

"Unfortunately, 'CRM' has come to mean something negative within many retailers today," says Steve Rowen, Managing Partner at RSR and co-author of the report. "But the amount of customer data that is available and the speed at which consumer behavior is shifting means that without some kind of automation to track and analyze it, retailers are going to be lost."

The report not only highlights what steps Retail Winners have taken within their own organizations related to managing customer relationships and their resulting technology investment priorities, but also provides baseline recommendations based on their leading behaviors to fellow retailers.

To obtain a complimentary copy of the report, click here or follow this link:

http://www.retailsystemsresearch.com/_document/summary/980

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