CRM is 'prized' among retailers

Tertiary industry experts in the US are very much adamant that customer relationship management (CRM) is one of the most important aspects of their business and are continuing to adopt it, according to a new report.

CRM Buyer explained that despite this, the retail sector has generally failed to use it to its full abilities and the industry needs to improve its game if it going to do better in the future; this is very much a piece of good news for customers and CRM vendors alike, the magazine continued.

Mike Gatti, the executive director of the Retail Advertising Marketing Association, told the news provider that while the implementation of CRM is at a number of different levels between individual retailers, they have still seen just how effective CRM can be.

He continued: "You can pinpoint your sales programs better and be more effective in areas like targeted direct marketing."

"Those programs not only help retailers understand who their best customers are, they have also helped them focus their spending."

CRM has now been adopted by Pepsi after it dropped its famous Super Bowl advertising campaign.

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