The Customer is Wired... Are You? – Part 2 - Page 2
These hand held devices can also be used to access important product specifications, pricing and other information a professional Sales Associate needs at their fingertips.
5. Customer Relationship Management (CRM) Systems: The notion of the “typical” consumer has been eradicated. Increasingly, consumers are less homogenous demographically, more elusive and far more fickle in their preferences. Knowing who your customers are, understanding their unique needs, and maintaining a relationship with them between visits is more important than ever. A quality CRM system will allow you to collect, manage, and act on reliable customer data. With good information you can keep the business in sync with the flow of customers and the pattern of needs and demand. Furthermore, you can communicate relevant offers and value added information to the correct customer groups at the right time.
6. Mobile Marketing: In the past it took years or even decades for technologies to suitably scale down in cost and function for the small-medium sized business. This is no longer the case. In fact, mobile marketing, a comparatively new technology, is already available in various formats to small retail. SMS (text message) programs and even location-based couponing platforms that deliver offers to consumers who come within proximity of the store, are available to enterprising retailers who want to meet the needs of future customers.
All of this assumes that a suitably current and robust retail management system is being used to drive point of sale transactions and back-office reporting.
End With the Experience
The right retail technology is not always the "shiny new object." Whether you invest a few thousand dollars or a few million, the truest measure is the degree to which it supports a remarkable consumer experience that customers will share with others.