CRM to benefit manufacturers, retailers and consumers alike
A new CRM system has been built to offer equal benefits to manufacturers, retailers and consumers. The Shopper Connection product from Valassis Relationship Marketing Systems (VRMS) promises to deliver enhanced targeting, advanced analytics and a number of other improvements on previous offerings.
The company announced the improved version of its cooperative customised communications product this week, aiming to deliver increased benefits to shoppers, retailers and consumer package goods manufacturers with a variety of enhancements:
- A customer-friendly format with more personalisation
- Optional paper coupons or electronically redeemed and cleared coupons
- More value-added content (recipes, product tips, seasonal themes, etc.)
- Household Navigator targeting system
- An analytical package which measures programme results
Extensive research Following extensive consumer research in 2001, the company has devised the new CRM system and its various improvements. Sue Griffin, CEO of VRMS, said "Based on those research findings, we believe Shopper Connection will provide more consumer value which will directly translate into stronger results for retailers and manufacturers."
VRMS has experience in using advanced analytics and targeting systems in both the grocery retail and consumer package goods markets, and markets its products and services to manufacturers and high volume retailers worldwide. Existing implementations include cooperative and solo programmes using frequent shopper data in conjunction with CRM and loyalty marketing systems.