CRM 'may aid capitalisation on shopper trends'

Customer relationship management (CRM) may have to be adopted by small businesses looking to separate themselves from the pack, if recent comments are anything to go by.

Speaking at the recent Totally DIY show at the Birmingham NEC, Matthew Hopkinson, business development director at the Local Data Company, said that independent establishments are seen as significant by a large number of people.

He said: "People want independents. People want to go to this unique offer - the butcher, baker, candlestick maker et cetera - and have that relationship. I think we are going to see some more multiple or chain failures out there."

With such businesses working in the high-street, CRM may be the best way to establish a closeness which people desire; after all, Mr Hopkinson pointed out that consumers are usually willing to pay a little bit more for service, quality and certainty than in the past.

It follows figures from the British Retail Consortium, which reported this week that last month saw the worst January sales growth for 15 years.

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