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CRM and social customer service: “Services Sharing”
Deborah Womack,CRM Practice Director, LBi
The core issue faced by retailers today is: What do I need to THINK, KNOW, and DO about socialchannels and customer service?
Retailers need to integrate social and traditional service channels with new ways to communicate tocustomers, such as social media, communities and direct communications.
By putting the customer at the heart of the business and adequately managing relevant onlineconversations, businesses can drive customer retention and brand loyalty.
CRM software can help brands add value in a cost-effective manner by leveraging mobile, location-based marketing, social media and existing customer service infrastructure.
Affiliate marketing in retail
Andrew Girdwood,Media Innovations Director, bigmouthmedia
Online affiliates are becoming more sophisticated and more active in social media, and are beingwatched by the ASA/CAP as part of their recent moves to regulate the digital space.
Debate continues around the different methodologies to track sales and the challenges they present,although the integration with CRM databases could work for some retailers.
The value of long-tail affiliates as social media influencers, able to generate conversion that might nothave otherwise come and boosting social and search, is gaining recognition.
Marcus Mustafa,Global Head of User Experience, LBi
The multiplicity of devices used by consumers presents new challenges to retailers, who need to beable to provide immersive, seamless experiences to their customers.
Outdoor advertising spaces, gauging external data, adapting to the consumers’ moods and providingan interactive brand experience will increase in popularity.
New payment methods likely to gain traction in the coming months are contactless payment, mobilecard readers, mobile money – even social payments will get attention.
Creative social media: beyond physical retail spaces
Laura Jordan-Bambach,Executive Creative Director, LBi
Social media needs to rise to the challenge of providing a layer of emotion to the online retailexperience whilst remaining playful and highlighting the benefits of online shopping.
The idea of “loyalty” is moving away from store cards to indicate much deeper relationships with retailbrands, able to provide detailed customer data to inform business decisions.
The customers’ perception of retail is also changing dramatically, with some smaller boutique storesalready stepping out of the physical space altogether.
Contributors’ biographies P27 About bigmouthmedia and LBi P29