In retail the problem is not collecting customer data, it is recognising that the person buying online on Tuesday and the person walking into the store on Saturday are the same. While they stay two records, every analysis built on top is wrong.
Recognition rests on a few handles: the loyalty scheme, the email at the till, the payment method. None of them covers everything alone, so you build an identity that combines them and allows degrees of confidence. It is unglamorous work and it is the foundation of everything that follows.
Every customer has their own buying rhythm. When they skip two cycles, they are going somewhere else. The system can notice this person by person rather than on the average, and offer something while the relationship is still warm. It is the highest return use case in retail CRM.
A points scheme tells you who collects, not who is loyal. Those are two different groups: the first is full of discount hunters who vanish without a promotion. Segmenting on behaviour instead of points changes where the promotional budget goes.
Retail CRM almost always fails at the same point: it asks till staff to enter data while there is a queue. Whatever you ask for has to fit into a few seconds, or it will not get done and the data will be incomplete in unpredictable ways, which is worse than having none.
Book a call with BUILDER: we look at the process that costs you most and tell you what is worth building, with a clear next step within 24 hours.
BUILDER designs and builds the system behind this guide.