Marketing Tools for Multi-Channel Retailers

Microsoft .NET-based Solution Delivers Next-Generation CRM Tools to Support All Customer Touch Points

Epicor CRS, the Retail Solutions Division of Epicor Software Corporation - a leading provider of enterprise business software solutions to the midmarket and Global 1000 - has announced CRS RetailCRM 1.1 - the first module of its next-generation customer relationship management (CRM) solution, based on Microsoft .NET technologies, for multi-channel retailers.

By gathering and analysing customer data from multiple channels, RetailCRM delivers a more accurate and whole view of the customer, thereby empowering sales associates and marketing teams with better information to serve customers.

The company unveiled RetailCRM and the solution's product roadmap at its annual Retail Users Conference.

The solution's base module - CRS RetailCRM 1.1, available today - helps specialty retailers streamline customer data collection from all channels - stores, online stores, call centres and kiosks.

utilising the robust data integration, analysis and reporting capabilities of Microsoft SQL Server 2005 and SQL Server Reporting Services, RetailCRM aggregates information on customer purchase history and shopping behavior across sales channels, enabling retailers to deliver a higher level of one-to-one target marketing and personalised customer service at all points of interaction.

The information, stored in a secure central repository, is designed to support in-store and other channel sales associates, as well as marketing personnel at headquarters.

From the intuitive browser-based user interface, RetailCRM 1.1 provides marketing tools for segmentation to support loyalty campaigns and other promotions.

It also enables Marketing organisations to be more nimble because queries can be made and target/launch lists generated without needing IT support.

According to Nader Nemati, Global Director of Epicor's Retail and Hospitality Practice, RetailCRM provides a holistic view of customers and the enterprise.

"Retailers in the past have had to rely on different tools and, subsequently, different databases for managing customer data, campaigns, and loyalty programs across various channels".

"The end result was multiple data repositories across the enterprise," said Nemati.

"RetailCRM 1.1 ties together the various sources of information and provides an integrated set of tools for complete accurate views of customers, and their purchase behavior".

Designed to build upon RetailCRM 1.1, additional modules - which will be introduced next year - will deliver other sophisticated marketing tools for setting up and managing multi- channel campaigns and loyalty programs.

One module will support in-store CRM by enabling a sales associate to recognise a customer at the POS with personalised messages and bounce-back offers delivered in real time.

In addition, RetailCRM will link customer records to particular sales associates for store-level "clienteling".

"What separates RetailCRM from other CRM applications is the enterprise-wide, multi-channel purchase history available from any point of interaction," said Kathy Frommer, senior vice president and general manager of Epicor CRS.

"Our solution provides more than customer look-up and historical purchases".

"It delivers real-time actionable information, so that sales associates can provide richer, personalised customer service in order to improve customer loyalty and customer sales".

"Knowing your customer means recognising their needs and being able to target relevant merchandise and promotions based on who they are".

"As a Microsoft Smarter Retailing member, Epicor CRS shares our focus of helping retailers achieve real-time visibility and customised analysis of data whenever and wherever it is needed to improve customer service and selling opportunities," said Brian Scott, vice president of Microsoft's Retail and Hospitality Industry Unit, "RetailCRM's ability to provide tools to give sales associates real-time, accurate customer information and merchandise suggestions gets to the heart of retailing - knowing your customers and delivering personalised service".

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