Saks Fifth Avenue sets up CRM from Teradata
In a bid to drive customer loyalty by understanding its customers' needs and desires, the US specialty store chain, Saks Fifth Avenue Enterprises (SFAE), has formed a customer relationship management (CRM) division, having contracted Teradata as its provider of CRM support systems.
The CRM division aims to create new ways of addressing the store's luxury customers, and will focus intensely on Saks Fifth Avenue customers' top priorities and desires. The division's senior vice president, Rob Rosenblatt, had previously been involved in creating value-added credit card products - with a strong emphasis on loyalty and rewards - for both American Express and Virgin USA.
Combining Teradata's enterprise-wide data warehousing solution with Saks' market research and loyalty programmes (such as Saks First), the CRM division will be able to define luxury shopping preferences in all segments of the market.
"This is part of our plan to create the most inviting luxury shopping experience by developing new and innovative products and services that our customers have come to expect from us," said Sheri Wilson-Gray, executive vice president and chief marketing officer for Saks.