For New Zealand retail operations, the learning from the Sears saga is crystal clear — the better they know their customers, the more they can improve the experience.
Rapidly emerging technology is transforming traditional CRM, which until now has been largely based on calendar-driven moments in time. Innovative cloud-based platforms like Plexure specialize in next generation CRM, empowering marketers to use the latest IoT technology to create unique customer experiences based on real-time events in physical spaces.
At each stage of the customer lifecycle we should be using all of the customer, contextual and transaction data we have to design experiences that will not only bring people back to stores, but increase their value to brands in the long term. Optimization is the difference between sending a generic promotional message to all customers, and creating truly personalized marketing that talks to individual customers.