| | July 20168CIOReviewThe Face of Retail in the Digital EraBy Nate Kredich, COO, PIRCHGetting the Act RightIt's critical, especially in our business like ours which is several parts retail and several parts service. Our CRM allows us to target our marketing communications based upon the customer's journey, whether they've found us online, through an in-store event, or if they've purchased from us in the past. Specifically their prior transactions and experiences inform our marketing opportunities so, for example, if we have multiple service tickets to fix their old gas grill, we know they are more approachable with ideas on how to replace that item.Connecting the DotsOur biggest effort to date is the recent relaunch of our entire digital presence. We recognize that, while our business model relies on a highly experiential, person-to-person interaction, there is vital information that some customers want as part of their vetting process on where to shop: Do they have the breadth of product to choose from? Are they conversant in the products' attributes and limitations? Can I be inspired and get new ideas? We're connecting those dots through a highly interactive digital hub (our mobile-enabled website) that allows consumers to begin their inspirational journey with PIRCH. Our website relies on both cloud and hosted data, and is amplified by our considerable social media efforts. Pursuing the Retail Trade I'm amazed every day by the technology solutions being birthed in pursuit of the retail trade. As an IN MY OPINION
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