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BILLERICA, Mass., Sep 1, 2001 /FW/ -- With the economy on the slump and most retailers banking on the Christmas
selling season to offset the very lethargic sales during the first half of the year, retail marketers need
all the help they can get to make sure that they are ahed of the competition.
"Marketing in the retail industry has always been a challenge, especially
because of the diversity and complexity of the customer base," says Sam Clark, Program Director
with the Meta Group when asked to describe the current retail business climate.
"Nowadays, marketers are asked to do even more by responding quickly to market or industry changes.
The key here is to 'know thy customer.' Only by moving toward real-time analysis will
marketers efficiently and cost-effectively identify appropriate customers."
So, how can a retailer do that?
Enter Harte-Hanks, Inc., a company based in San Antonio, TX with Retail Daily Sales Builder. By
providing either a real-time or nightly analysis of point-of-sale (POS) for brick & mortar
stores and Web transactions (for online stores), the Retail Daily Sales Builder enables retailers to
capitalize on their customer transactions.
How does Retail Daily Sales Builder work?
Developed by Harte-Hanks CRM Group, Retail Daily Sales Builder is powered by the proprietary software
called Allink Agent™. It is an outsourced service performed by Harte-Hanks. Once the Retail
Daily Sales Builder is installed in your system, a team of analytics professionals from Harte-Hanks
helps clients write the specific business rules that drive 1:1 communications, and examine
the back-end performance to adjust campaigns accordingly.
From the daily sales records, the Retail Daily Sales Builder can be programmed to:
- Trigger post-purchase communications to your customers such as a thank you note, a cross-sell
opportunity or a gift recommendation. This can be done via permission email, direct mail or
a phone call.
- Send messsages to customers in relation to an ongoing campaign such as storewide sales or new
merchandise. Using the daily transactions reports and existing database of customers,
Retail Sales Builder can identify customers who have not shopped within the first few days of the
sale, and email reminders are sent to the customers to shop before the sale ends.
- Track Loyalty programs, as participating customer earn awards or points with
each purchase, subsequent communications to those customers help them
track their progress and total activity.
- Assist in making retention offers, as the tool can detect when customers have decreased
their recency, frequency or purchase volume - and enable win-back
offers or other invitations.
"Timely, relevant, appropriate messages translate into significant gains in response,
and more satisfied customers," quotes Gary Skidmore, president, CRM, Harte-Hanks.
"With Harte-Hanks working with each client individually, we can have a
retailer up and running with Retail Daily Sales Builder in six to twelve
weeks, while helping them execute all subsequent communications," Skidmore
said. "There's a quick return on investment, as more targeted communication,
accountable reports, improved customer recognition and automated processing
are all built into the process."
"Retail Daily Sales Builder's customer-centric models allow it to be the overall solutions
provider for driving traffic to a Web site, call/contact center, or brick-and-mortar location."
For more information about Retail Daily Sales Builder, please visit the Harte-Hanks Web site at
www.harte-hanks.com or call toll free: (800) 456-9748.
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