Harvey
Nicholsis enhancing the overall shopping
experience for its customers by implementation of CRM andanalysis solutions.
The world famous luxury retailer implemented CDC’s Pivotal CRM and
CDC MarketFirst in its Birmingham, Edinburgh, Manchester and Leeds
stores. It expects the systems to generate an increase in
per-customer sales revenue, by first monitoring and tracking
customers’ preferences and spending triggers and then translating
this information into point-of-sale information for customer-facing
employees.
"For us, CRM is all about empowering teams across the organisation
with a strong understanding of their customers, in order to enhance
the customer experience," says Martin Schofield, IT & Logistics
director at Harvey Nichols. "With [the new solutions] we are
empowering our marketing team with the ability to plan and execute
targeted campaigns from a central point. At a more fundamental
level, we are empowering our point-of-sale representatives with the
information needed to provide personalised value-added services to
each customer they serve."
Harvey Nichols is also expecting a stronger response to marketing
campaigns as a result of creating much more focused campaigns,
based on data collected on customers and their spending trends. The
fully integrated system will provide the retailer with full
visibility needed to measure the effectiveness of individual
marketing campaigns.
The aim is to ensure a highly personalised shopping experience and
shop-floor staff will have access to a profile of key customers,
including preferences such as colours and styles, as well as
measurements.
The CDC Software systems are fully integrated with Harvey Nichols'
current Merret sales transaction database, ITIM till interface, and
FRESCA online store. Integrating these systems has brought a
resource for business intelligence. The new customer
experience system incorporates records of every sale, providing the
company with a historical view of transactions for each customer.
The system also allows customers to sign up and use Harvey Nichols'
online store.
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