Dunhill hopes to boost Christmas sales and customer loyalty by implementing customer relationship management (CRM) technology from IBM and Computer Software Group (CSG).
The luxury goods retailer said that its CRM system will allow 'soft' customer information to be captured and stored both in back-office technology systems and at till points.
This quantitative information, difficult to collate using loyalty card schemes, will enable shop assistants to retrieve customer data from the shop floor and to make recommendations based on previous purchases.
For example, a woman visiting a store in search of a last minute Christmas gift for her husband could be reminded of a previous briefcase purchase and shop assistants could suggest that she buy a matching wallet.
The system runs Talent for Retail from CSG, a CRM product that includes Talent Marketing and Business Intelligence modules running on an IBM eServer iSeries integrated with Dunhill's bespoke back-office system also running on the iSeries.
The CRM system has a front-end Electronic Point of Sale module that links data from the shop floor to the back office.
Bruno de Terline, director of operations at Dunhill, said CRM could help put customer service at the top of Dunhill's agenda.
"It ensures that customer buying behaviour is at the heart of our product and marketing strategies by increasing our understanding of customers' needs," he said.
Dunhill started rolling out the system in September across its offices and selected stores in the UK and continental Europe. It will deliver synchronised customer data to retail outlets, head office and marketing departments, with the option to extend these capabilities worldwide.
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