Harvey Nicks ramps up customer experience

Harvey Nichols is using Pivotal CRM and CDC MarketFirst to improve the customer experience at the retailer's Birmingham, Edinburgh, Manchester and Leeds stores.

The firm expects the system to generate an increase in per-customer sales revenue, by first monitoring and tracking the customer's preferences and spending triggers and then translating this information into powerful point-of-sale information for customer-facing employees.

The company is also expecting a stronger response to marketing campaigns as a result of creating much more focused campaigns, based on data collected on customers and their spending trends. The fully integrated system will provide the retailer with full visibility needed to measure the effectiveness of individual marketing campaigns.

"For us, CRM is all about empowering teams across the organisation with a strong understanding of their customers, in order to enhance the customer experience," says Martin Schofield, IT & logistics director at Harvey Nichols. "We are empowering our marketing team with the ability to plan and execute targeted campaigns from a central point. At a more fundamental level, we are empowering our point-of-sale representatives with the information needed to provide personalised value-added services to each customer they serve.

"Building on basic customer data we are beginning to gather and analyse more detailed information on our Personal Shopping customers."

The Personal Shopper will provide shop-floor staff with access to a comprehensive profile of key customers, including preferences such as colours and styles, as well as measurements. This will enable shop-floor staff to ensure these customers have a highly personalised and effortless shopping experience.