Retail CRM: A Roundtable Discussion
Francey Smith, John Goodman & Claude Johnson
CRM in the retail industry has changed significantly in the past 10 to 15 years. The issues may be the same but the methodology for accomplishing them are different. Join, Francey, John and Claude as they discuss how retail CRM is being utilized from bricks to clicks to call to mail. This lively discussion touches on the art and science of CRM as well as successful implementation of tactics and strategies.
FRANCEY SMITH AND ASSOCIATES, INC.
Francey Smith is one of the early adopters of using customer information for competitive advantage in the retailing industry. She started the Retail Marketing Services department at Bloomingdale’s, the $1.5 billion division of Federated Department Stores, in the late 80’s where she built a customer marketing file of close to 3 million customer names, addresses and SKU level purchasing data. Her department was positioned as an in-house direct and database marketing agency providing data based business solutions for marketing, merchandising, credit acquisition and retention, and store operations including clienteling. She has applied her marketing skills with direct marketing agencies, customer tracking software, and media sales and marketing for radio, TV and newspapers.
She firmly believes that becoming customer focused is key to success and growth for today’s businesses whether B2B or B2C. In 1999 she opened her consulting practice and now concentrates on advising both B2B and B2C clients, and their service providers, how to achieve a customer centered business model.
Mr. Johnson is a specialist in Customer Relationship Management (CRM) for retailers. Claude is considered a visionary in the retail database marketing arena. With over three decades’ experience in the retail industry, Claude has worked with hundreds of retailers to develop and implement successful customer database marketing programs.
Having served clients such as, Glik Stores, April Cornell, Bob’s Stores, Chico’s, Brown Shoe (Naturalizer), Pep Boys, Liz Claiborne, Bachrach, Loehmann’s, Movado, Kate Spade, Capezio and more, he has been able to increase the use of CRM to the advantage of retailers, resorts, restaurants, grocers and their customers. In every case, he has generated measurable increases in sales and profits.