REVIEWER: Stephen Jackson, chief information officer, Harry Rosen, Inc.
BACKGROUND: Harry Rosen, Inc. (HR) is a Canadian menswear retailer with 16 stores and more than 500,000 customers. Since the company first opened in Toronto in 1954, HR has always understood the value of building close-knit customer relationships to drive business.
HARDWARE PLATFORMS: IBM AIX/Oracle, IBM PCs/Windows 2000 and HP iPAQ 6955 PDAs.
PROBLEM SOLVED: HR's strategy centers on the company's philosophy that all interactions with customers should be personal and tailored to the individual. The choice to implement a new customer relationship management (CRM) vision was based upon HR's desire to empower employees by putting information at their fingertips and to share information among HR's stores to ensure that customers receive the highest level of customized personal service during every visit. We sought to buck the retail industry norm by implementing customer-service techniques at the sales associate level rather than taking a top-down approach. While most retailers analyze customers in clusters, part of HR's CRM vision includes looking at each customer on a one-to-one basis to provide detailed advice and create marketing campaigns based on specific purchase histories and individual preferences.
PRODUCT FUNCTIONALITY: SalesLogix has the rich functionality HR sought, including integrated sales, marketing, customer service and support automation, in addition to mobile capabilities and interactive dashboards. For HR's purposes, the product's strong mobile capabilities and the ease of customization were tantamount. Other important features include Web deployment and system integration capabilities.
STRENGTHS: The product's strong customization features allows HR, with the help of Sage business partners Cowley & Associates and PCMS Datafit, to tightly integrate the CRM capabilities with the point-of-sale (POS) solution. In addition, the easy customization enabled HR to create specialized dashboards that provide management with analysis of key performance indicators (KPIs) for individual stores and/or associates. The mobile capabilities allow HR sales associates to use SalesLogix data on HP handheld devices while interacting with customers, significantly improving customer satisfaction and increasing sales.
WEAKNESSES: When implementing its new CRM strategy, HR had concerns around the technical challenges associated with transferring data from its 10-year-old database system that combined some POS and CRM functions; however, the implementation went surprisingly well. The resulting solution housed all of HR's data in a sleeker, customized interface that is easy for associates to access on a regular basis.
SELECTION CRITERIA: HR evaluated eight POS/CRM offerings elected to go forward with a best-of-breed strategy. HR chose PCMS Datafit for POS and SalesLogix for its strong customization capabilities and its ability to be deployed at the sales associate level using its Web capabilities and mobile devices. This type of deployment is unique to HR within the menswear retail industry and provides HR with a competitive advantage.
DELIVERABLES: HR estimates that sales revenues have grown 10 percent per store since implementing Sage SalesLogix in 2004. HR can contact customers more frequently with targeted information regarding upcoming arrivals, in-store events and promotions. Management is able to track KPIs for the overall company, specific branches and associates. This information can then be used to determine the success of specific collections and events and to guide future marketing and merchandising strategies. For example, HR has created a customized associate scorecard that tracks results from the past year and current and target goals for specified metrics. This allows management to provide learning opportunities and incentives to improve performance.
VENDOR SUPPORT: Through Sage Software's extensive network of certified partners, HR was able to employ Cowley & Associates to customize and install its SalesLogix solution. HR continues to work with Cowley & Associates to evolve its CRM capabilities and continue to sharpen its focus on personalized customer interactions.
DOCUMENTATION: User guides, topic search and help tools are included in the SalesLogix program. Sage Software also provides online feature tours and a knowledge base of troubleshooting tips.
8800 N. Gainey Center Drive
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