In this blog, you will get an insight into Omnichannel retail CRM software and future trends in retail CRM in brief.

Omin-channel Retail CRM

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Omnichannel retail CRM software

Omnichannel retail CRM software is regarded as a business philosophy and set of strategies, pro­grams, and e-platforms that focus on identify­ing and building loyalty with a retailer’s most valuable omni-channel customer relationships.

Loyalty programs have allowed re­tailers to collect and analyze vast quanti­ties of data on purchases by individuals. E-retailing has added to the avalanche of data.

While this information is essen­tial to understanding changing cus­tomer needs and expectations, it’s im­portant that the systems you use to gather this information are efficient and cost-effective.

All customers are not equally prof­itable, and more or less profitable cus­tomers need to be treated differently.

Creating a value based Omni-channel customer relationships

The pointers to create Omni-channel customer relationships are listed as below

  • The percentage of the customers’ pur­chases made from the retailer
  • Committed to purchasing merchan­dise and services from a retailer
  • Emotional attachment to retailer
  • Personal attention
  • Memorable positive experiences
  • Brand building communications programs

Technology has created more in­formed, more connected customers who are no longer loyal to a brand, but to an experience across channels.

CRM is an incremental process which transforms data analysis in to customer loyalty using four strategic activities as below

1. Collecting customer data

2. Analyzing the customer data and identifying target customers

3. Developing CRM programs

4. Implementing CRM programs

  • Omnichannel retail CRM software has become an underlying platform supporting proven business development strate­gies — such as omni-channel com­munications, customer experience (CX) management, social media engagement, loyalty programs, precision marketing and mobility among others
  • The gap between retail leaders and laggards is growing. Despite the retail industry research, retail best practices and numerous case studies, many retailers sit on the sidelines with regard to new consumer engagement methods and technology adoption. These retailers know their custom­ers are ahead of them but defer in­novative retail strategies and in turn find themselves perpetually behind their customers.
  • Organizations in the industries listed above demand solutions to help Sales, Marketing, Customer Service, and Support teams deliver great customer experiences at every touch point.
  • Omnichannel retail CRM software solutions provide capabilities that each of these groups can use in their daily routine: Sales can manage leads and opportunities, Marketing can manage campaigns and responses, Customer Service can manage returns and claims, and Sup­port can manage tickets and requests.
  • Integration between front-office CRM and back-office ERP is very important in the industries above, enabled through powerful middle­ware solutions that can sync data and deliver a complete, holistic view of customer relationships.

Future trends of Retail CRM

Future trends in retail CRM are listed as below
  • Future trends in retail CRM includes Mobile CRM, social media integra­tion, enterprise application integra­tion and business analytics are cur­rently the biggest trends in the future for CRM. Mobile devices are quickly outpacing computers as the main device of choice and the fact is that most business professionals do a big portion of their daily work on smart­phones, tablets, and mobile devices.
  • The ability to access CRM data and functionality on a mobile device em­powers the entire organization with CRM no matter where they are in the world.
  • Social media is a major compo­nent of modern marketing strategies, but how do you take unstructured social media content and turn it into defined tasks, leads, opportunities, and traceable conversations? Social media capabilities within CRM and direct integrations to popular social platforms are quickly becoming a way to establish a competitive advantage with greater reach to your customers.
  • Integration between CRM and other business enterprise applications is also an important trend as organi­zations seek to unify systems togeth­er into a cohesive system.
  • Back-office ERP solutions manage a wealth of customer information that can be synchronized with front-office CRM to deliver for total customer relationship visibility across the or­ganization.
  • Future trends in retail CRM includes analytics solutions that help analyze performance and help anticipate what’s next are imperative for strategic decision making. When analytics, reports and dashboards are part of CRM solution then the data can become tangible, provide true insight, and guide decision making at every level.
  • Cloud offers the same benefits to the CRM market as it does to many other industries: low-cost, fast setup, easy maintenance, and predictable costs. The best providers offer mul­tiple deployment offerings includ­ing on-premise, web, mobile-only, hybrid as well as cloud. This allows the customer to choose the opti­mal system and deployment meth­od for their organization, market and industry.
  • According to future trends in retail CRM cloud will continue to be a larger portion of total CRM sales in the coming years as more and more or­ganizations select that model for their IT solutions. There will also be an increase in hybrid environments as organizations with special security and regulatory requirements estab­lish a mix of cloud and on-premise environments when sensitive data is involved.
  • Finally, the benefits, challenges, and the future of CRM that were discussed in this article point to the fact that in the future, success in im­plementing CRM solutions would depend on the extent of top leader­ship vision and commitment as the realization of the requirements and the translation into actionable imple­mentations would need the support of all stakeholders.
Rahul Bajaj

Author Rahul Bajaj

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