In terms of customer-facing industries, retail might have the most history behind it. The practice of exchanging goods for payment was present in some of the earliest human settlements and communities. Today, although the retail space has evolved to incorporate technology, data-driven marketing strategies, layered customer relationships and other signs of the times, at it’s core, it’s still a straightforward business practice centered around buyers, sellers, supply and demand.
To help maintain those complex customer relationships and ensure that every retailer’s supply anticipates industry demands – as well as trends, preferences and other less predictable nuances – customer relationship management (CRM) systems enter the picture. By offering the support needed to record, manage and grow every customer relationship on an individual level, CRM gives retailers the chance to expand their businesses and embark on initiatives that early shopkeepers would never have imagined. Below are three retailers currently using CRM in creative, effective ways.
Groovy Light/Light for Cause: The Groovy Light is a unique puzzle lamp carried by gift sellers, home decorators and consumers. Joe Player, the entrepreneur behind the Groovy Light, had an idea in the early stages of his business: while promoting sales and awareness of his product, he could raise money for a charitable cause. Player began using Insightly to manage logistics while showing Groovy Lights at a trade show, then launched a crowdfunding campaign and used Insightly to manage its funding process and promotion as well. Within four weeks, his Light for Cause initiative raised more than $40,000 for the Virgin Unite Foundation, while the initiative and product received endorsement from Richard Branson.
Inleaf Limited: Living plants help improve the ambiance and air quality of any indoor space. That’s why they’re often sought out by retail stores and businesses – but few business owners want to go through the process of designing, installing and maintaining live plants. Inleaf Limited was founded in 2013 by landscape architect Charlotte Atherton with the intent to tackle this purpose. After adopting Insightly CRM to support its aggressive sales goals in 2015, the company increased productivity, began integrating CRM processes with Google Apps, streamlined communications with customers and improved its approach to nurturing new prospects.
Woof & Brew: The dog lovers behind Woof & Brew launched their business with a central idea: the benefits humans receive from herbal tea likely extend to dogs. Steve Bennett, the company’s co-founder and managing sales director, had previously used CRM solutions intended for larger companies. Insightly fit the bill as a full-service CRM crafted for small businesses, and Bennett soon claimed it beat its enterprise-grade competition. Meanwhile, powered by a CRM, Woof & Brew partnered with 200 retailers to sell canine-friendly herbal teas.
Learn how a CRM can transform your retail business today.
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