EXPLOITING CRM TOOLS TO BOOST SALES
In 2016, a major French men's fashion and bootmaker company launched an upgrade of its CRM software in order to highlight its ultra-customization services (from special orders to made-to-measure). Customer enthusiasm for this service has encouraged the product and customer development teams to expand its existing product range, thereby strengthening the excellence of the customer relationship between advisors, the company and the customer.
Customer data was then stored in the Salesforce CRM tool, but not sufficiently exploited to provide a more personalized customer experience and generate more incremental sales. The implementation of this specific tool was necessary to better understand the customer by geography and to facilitate marketing decisions (new product development proposals) and sales decisions (performance analysis and retail innovations).
Abington’s support
The project was based on the use of data collected from Salesforce to assist in the development of innovative and personalized campaigns aimed at the identified segments. This with a view to generating additional sales.
The promise of a seamless, phygital experience guaranteed by the non-interruption of the customer relationship by the salespeople was made possible by the adoption of the CRM tool in all discretion and simplicity:
Analysis of existing processes
Periodic analysis of collected data and creation of dashboards
Customer segmentation by geographical area and category
Creation of personalized campaigns according to the defined segmentation
Definition of custom actions to be performed by the sales team
In-depth information on prices, manufacturing lead times and product availability as part of the ultra-customized service