The year 2020 has proved to be the most difficult year for many including the retail industry. Thanks to the COVID-19 pandemic, brick and mortar establishments have suffered, while e-commerce accelerated at a phenomenal pace. As per IBM’s annual US retail index study, COVID-19 has sped up the shift to e-commerce by 5 years. On the other hand, physical store-based retailers experienced a jaw-dropping 256% loss in the second quarter of 2020.
The importance of retail CRM in the post COVID-19 world
In these critical times, navigating the brick and mortar customers to digital channels will help brands handhold them better through their customer journey. A contactless shopping option will also keep them safe at home. This is crucial because a negative experience can trigger customer distrust while a positive experience can lead to long-term loyalty.
Clearly, managing customer relationships is a priority for retail organizations at this point. This is where CRM in retailing becomes necessary. In the post COVID-19 world where most shopping is initiated online, it important to choose software that is ideal for online retail.
Salesforce CRM software for retail industry helps companies drive their retail business with a single integrated platform that is tailor-made for e-commerce based retailing. Below are some of the key features that make Salesforce CRM ideal for retailers who exist in the online space –
1. Single platform for managing all online marketing campaigns
Salesforce CRM software for retail industry lets marketing managers run all types of online advertising campaigns and check their performance on a single, integrated platform called the Advertising Studio. This helps them reach the right customers at the right time without any operational delays.
2. Personalized and unified shopping experience
Online retail experience needs to be personalized for every shopper. Salesforce’s Marketing Cloud automates customer lifecycle management at every step, enabling a unique customer journey right from the time of acquisition to upgrading the customers to the next best offer. Salesforce CRM also integrates with every messaging app allowing firms to service their shoppers on their preferred channel such as email, chat, social, website, etc.
3. Omni-channel experience
With smartphones, a customer’s journey can go through several channels. In order to drive exceptional customer experience, an organization needs to support customers across every channel with consistent messaging and efficient service delivery. Salesforce CRM’s Service Cloud helps firms deliver conversational services by integrating with messaging apps. It also empowers the agents with vital customer information in real-time to provide fast and personalized service on different channels.
After COVID-19, the way ahead for retail is online
The onslaught of the COVID-19 pandemic has sped up the adoption of online shopping and it is here to stay. While making an investment in CRM in retail management, you must keep this in mind. You can also discuss your short-term and long-term needs with Salesforce experts like Manras Technologies and choose the best CRM solution for your business.