News Flash

Ben Bridge Jeweler says NSB's CRM solution success with in-store shows

19 May '05

7 min read

• Connected Retailer CRM user since 2000

TIM MONTGOMERY
Associate for Database Marketing, Ben Bridge Jeweler view. In contrast, NSB's CRM Solution helped better align the retailer's capabilities with their marketing needs for comprehensive customer data.

According to Montgomery, “NSB's CRM Solution has features They want built in, so They longer have to go through timely programming exercises to implement a new marketing program or do new analyses of the database.”

Getting the right customer to the right show
Using data provided by Connected Retailer CRM, Ben Bridge mails 2,000 invitations per store for each of their five major shows, 1,500 invitations per store for minor events, plus varying quantities of vender-sponsored collateral. “It's a critical and complex process,” Montgomery explains. “Some of our stores have more than 20,000 active customers, so I have to set up lists of qualified customers for each store and segregate them for each show. Using CRM, I prioritize them according to factors such as assigned store, return rates, purchase histories, cross-shopping analyses, and which other shows each client has attended.”

To properly associate each client with his or her preferred store and associate, Ben Bridge uses CRM's dynamic mass assign function to filter out minor transactions and highlight relevant merchandise purchases. Each customer on a list is mailed an invitation (or other targeted collateral) that may be signion (or other targeted collateral) that may be signed by the store's manager or a specific sales associate. The retailer always targets the appropriate customer within a household within a store's market radius, as defined geographically by zip code.

More NSB Group News... More Textiles News - Canada...