Retailers Lag in CRM, Survey Finds
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by Chief Marketer Staff
Retailers are only now catching up with the CRM revolution, according to a new poll by Blue Martini Software.
Less than half can identify their most profitable customers and create personalized campaigns based on that data, the survey found. And the majority lack “retail CRM solutions.”
But all of the retailers surveyed plan to invest in CRM this year, and most are gathering at least some data on customers.
Blue Martini surveyed 1,300 registrants of the National retail Federation Show in New York.
The CRM lag is due to the fact that most retailers have spent the bulk of their IT budgets over the past decade on “supply chain optimization and merchandising systems
