eCRM for Retail

New customers are the lifeblood of any retail operation. While streamlining supply chains and maximising workforce productivity are important concerns, retailers know only too well that it is marketshare that, ultimately, dictates whether they flourish or fade — and a static customer base is one that will, inevitably, shrink.

Whether selling clothing, electronics, vehicles, furniture or food, retail companies are all facing mounting pressure on margins, accelerated product life cycles and increasingly sophisticated and demanding consumers.

As competition in the fast-paced, increasingly globalised retail markets continues to intensify, products become progressively more commoditised and uncertainty becomes more difficult to manage, customer acquisition remains a critical competitive advantage.

Yet how can retail operations communicate with the large and diverse audience necessary to attract big enough volumes of the right customers at the right time in a cost-effective manner?

The answer is eCRM.

Delivering on the promise of Customer Relationship Management, eCRM is intelligent, data-driven marketing in the online environment. As a growing number of retailers are discovering, eCRM can help them transform an economic downturn into an opportunity to gain competitive advantage.

eCRM means more customers

By enabling you to continuously profile customers and find out more about them — what their changing needs and preferences are, their purchases to date, and their responses to previous campaigns and promotions — eCRM will help you:

improve responses from existing acquisition drives, such as pay-per-click campaigns;
identify competitions, promotions and vouchers that will appeal to the largest number of customers;
cluster customers into detailed segments to ensure promotions are always relevant — targeted at the right prospects;
time offers to coincide with important anniversaries or based on previous activities;
capitalise on purchasing histories and preferences to successfully cross and up-sell across customer base;
ensure promotions are delivered to each chosen prospect at the most opportune time and in the preferred manner (web, mobile or email);
conduct surveys and viral marketing campaigns across multiple-channels with ease;
integrate promotional campaigns with loyalty programs for improved performance;
take maximum advantage of last minute specials by sending out personalised, high speed, high volume messages to large, diverse audiences (bulk emails or SMS).

How does ENSIGHT deliver these benefits?

Powerful profiling and personalisation mechanism
Get to know each individual customer better and use this knowledge to improve segmentations, target opportunities more accurately and generate consistently better responses to campaigns and promotions.
Multi-channel communication platform
Orchestrate consistent communication across multiple channels (web, email, mobile/SMS) and to suit customer preferences, ensuring the right individuals are exposed to the right messages at the right time.
Sophisticated communication workflow engine
Automate routine customer communication tasks to achieve efficient, cost-effective relationships, without compromising relevance.
Rich reporting and analytics
Capture and consolidate detailed records of all preferences and responses to campaigns, which can be interrogated using a comprehensive set of tools to build up a detailed picture of each individual customer’s preferences and purchasing habits.

Next steps:

> Contact us to find out how the ENSIGHT eCRM Suite will meet your specific customer acquisition needs.

> Download our whitepaper on how eCRM can improve the return from your emarketing campaigns, by increasing campaign response and decreasing the cost per acquisition.

> Find out how the ENSIGHT eCRM Suite of applications can help organisations like yours improve their investor relations, internal marketing and press/media relations.

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eCRM for Retail