CRM Essential To Successful Retail Marketing

Virtually every retailer is gathering demographic and customer data at the POS, but very few are using this data beyond blanket e-mail and direct marketing campaigns. For some retailers, housing a database of customer data and only parsing it based on geographic location to blast marketing collateral is sufficient. However, if you want to differentiate your customers by shopping behavior, style preferences, and even physical characteristics, you need to implement more sophisticated CRM systems. Used with permission from Integrated Solutions for Retailers magazine