RightNow launches CRM just for retailers
RightNow Technologies has launched a new customer relationship management (CRM) platform called 'RightNow Retail', aimed specifically at the retail environment, and addressing the unique challenges of building and maintaining retail customer relationships.
The new platform is based on the company's existing 'RightNow 8' on-demand system for service, sales and marketing, but also includes best practices to help retailers improve conversion rates, increase customer loyalty, and drive additional sales. The platform is also available under a software-as-a-service model.
Improve service, improve loyalty According to Greg Gianforte, CEO for RightNow, discounts and deals will always help drive shoppers online or into stores, but it is good service that will keep them coming back. "The single most effective way to differentiate from the competition is through a great customer experience," Gianforte said.
To help drive higher conversion rates RightNow Retail delivers tailored messages to shoppers, at the right time, based on detailed insight into each customer and interaction.
RightNow Retail is also expected to help retailers improve customer loyalty by exceeding shopper's expectations through accurate and easy-to-access information on the internet. Through the system's links to the retailer's web site, shoppers can easily register products they've purchased, find specific product information, and complete the buying process with the aid of context-sensitive help and cross-selling offers at every stage.
Retail role models Many leading retailers are already using RightNow's CRM systems to acquire new customers, nurture customer loyalty, and drive sales. The new system was based on the company's experience with retail clients such as Cabela's, The Right Start and Drugstore.com.
Cabela's is a retailer of hunting, fishing, camping and outdoor merchandise, and CRM plays a key role in providing customers with distinctive and personal service, and enabling the company to engage with customers via the web, e-mail, telephone and online chat.
The Right Start, a retailer of products for infants and young children, uses CRM to connect with its customers and prospects and drive traffic to its bricks-and-mortar stores. The company saw a 20% improvement in in-store promotions because of its CRM-driven segmented and tailored e-mail messages.
Drugstore.com is an online retailer of health, beauty, vision and pharmacy products, and uses CRM to provide an exceptional shopping experience. According to Ron Kelly, senior director of operations for Drugstore.com, "Our tech-savvy customers have a very strong preference to help themselves."