Retail CRM
In a retail chain the customer is one person but the record is split in three: the name at the till in the store, the e-mail address online, a nickname on the marketplace. Until these three pieces are brought together, the chain does not recognise its own customer and every channel tries to reach the same person separately.
Store sales, online orders and return cases accumulate under one customer record, and duplicate cards are merged. Every store is a unit, with the target and the actual in its fields.
- Bring the store, website and marketplace records together on a single customer card, matching duplicate records and merging them down to one card
- Compare the target, the actual sales and staff performance store by store and region by region in the same report
- Gather return, exchange and complaint cases in a single channel-independent queue and route them with the assignment rule defined during setup
- Send campaign and loyalty communication from a single customer segment rather than from channel lists
| A Single Customer Record | The customer is a single record independent of the channel; the store sale and the online order are attached beneath it, and duplicate records are merged down to a single card. |
|---|---|
| Store Unit and Target | Every store is a unit record; the target and the actual sales sit in its fields, and the regional comparison is the report in which these units are grouped. |
| Case Queue and Assignment | Returns and complaints are case records; the channel they came in from sits in a field, and the assignment rule defined during setup drops the case to the store concerned or to the head office team. |
| Segments and Communication | A segment is a filter defined on the customer fields; SMS and WhatsApp sends go to that filter, and no separate channel lists are kept. |
In a retail business with many stores the real problem is not how a single store works; stores work well in themselves. The problem is that dozens of stores and the online channels each accumulate their own separate information about the same customer. When the customer buys online and returns the item to a store, the two sides do not see each other; because the contact list is produced channel by channel, several separate messages go to the same person; and the regional manager cannot find out where each store stands against its target before the month closes.
Rapitek CRM keeps the customer as a person rather than as a channel; the store sale, the online order and the return case accumulate under the same record, and duplicate records are merged down to a single card. The store is a unit, and because the target and the actual sales are attached to that unit, the regional comparison is taken without preparing a separate spreadsheet; a store manager can be authorised to see only their own unit's data. Whichever channel a return or a complaint comes in from, it drops into the same case queue, and the assignment rule defined during setup routes it to the store concerned or to the head office team.
What the plans cover and which items are priced separately are set out on the pricing page.
