A new CRM system is partly responsible for Imperial Tobacco's success in category management and retail space planning.
In Imperial Tobacco's preliminary announcement of results for the year ending September 2001, Chief Executive, Gareth Davis, said that a new CRM system was partly responsible for the company's success.
According to Davis, "Since success in the marketplace requires a high degree of customer focus, the year has seen the implementation of a state of the art customer relationship management system, giving our sales force immediate access to sales activity and marketing information. The blending of our traditional skills and this new technology, together with a significant investment in trade marketing, has placed Imperial Tobacco as the leader in category management and retail space planning, based on independent research among our major retail customers."
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