Grainger emphasizes search engine marketing, targeted e-mail s, and mining online data.
Making the Connection
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It’s clear that the market is only just developing-as many retailers who are looking at these systems have found. “This isn’t cutting edge, this is bleeding edge,” says Furst of Djangos, which spent just under $2 million developing its POS-accessible inventory system. “We couldn’t find anyone who could give us the level of integration we needed. You can really destroy a customer relationship if you can’t fill what the customer has ordered.”
And that’s what it all boils down to: Keeping the customer satisfied.