The Top 500 retailer buys Campus Deals, which offers mobile coupons to college students.
The Perfect Fit
(Page 4 of 4)
“Retailers should go to vendors that can give them only what they need,” McGeary says. “A retailer may only need help with marketing, or just sales or service, and they need to be able to buy functionality in modules.”
Retailers also must know that it will take significant time and effort before they can connect all the customer-interaction dots via new processes and technologies, says Liz Herbert, senior analyst at Forrester Research Inc. And for those retailers who haven’t yet considered CRM, she has succinct advice: “E-retailers need to be looking into it.”