March 4, 2002, 12:00 AM

Blue Martini rolls out new multi-channel CRM system

Blue Martini has released Blue Martini Retail, a CRM system that pulls together customer data from all channels and presents it to customer service reps and sales associates in all channels.

Kurt Peters

Executive Editor

San Mateo, CA-based Blue Martini Software Inc. today announced the release of Blue Martini Retail, a customer relationship management system for retailers that pulls together customer data from all shopping channels and presents it to customer service reps and sales associates in all channels. The system provides key information about customers and helps retailers take appropriate measures to serve each customer’s needs.

Central to Blue Martini Retail is the Customer Engine, which collects data from all channels, segments and scores customers with integrated analytics, and presents real-time, offers and information for each shopper. The Customer Engine serves as a common platform for Blue Martini’s nine modular retail applications. This modular approach enables retailers to start immediately, achieve quick return on investment, and add applications over time, the company says.

"E-commerce re-introduced retailers to the profit potential of knowing their customer by name. Now, the same technologies behind e-commerce will let retailers differentiate themselves in the physical store with that same kind of personalized marketing and service," said Monte Zweben, chairman and CEO of Blue Martini Software. "To be effective, any CRM application, from gift registries to loyalty programs, must provide a consistent experience across all channels."

British department store Debenhams has worked with the new system. "Blue Martini Software is spot on with its new Retail CRM capabilities," said Simon Hawkes, e-commerce director at Debenhams. "When we deployed our e-commerce strategy it was important that it was part of our business rather than an add-on, and that we were able to generate loyalty to the whole Debenhams brand, rather than a single channel. With Blue Martini Retail we will be able to leverage our e-commerce investments for other CRM initiatives."

Blue Martini Retail integrates with leading merchandising, inventory management, fulfillment, supply chain management and store systems. Pricing for Blue Martini Retail will start at $85,000 per CPU, the company says.



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