Magazine article CRM Magazine

Intelligent Customer Segmentation

Magazine article CRM Magazine

Intelligent Customer Segmentation

Article excerpt

Companies don't need to buy complex CRM programs or hire expensive analysts to launch and have success with CRM campaigns. Indigo Books and Music, a Canada-based book retailer, started its own CRM program with nothing more than Microsoft Excel and Microsoft Access and an employee who liked to develop queries.

"You don't need to start with massive budgets," says Grant Packard, vice president of marketing and customer insight for Indigo. "What you need is a commitment of focusing on customer information; access to and comfort with customers; access to and comfort with data; and a patient test-and-learn ethic because you will fail a lot." But testing and failing will help determine the best ways to segment customers for advertising, promotions, and special offers, which will in turn provide significant returns on investments for retailers, based on Indigo's experience.

Customer information helps Indigo determine everything from real estate location to staffing to marketing. The company has different types of stores based on the demographics of the local population. …

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