Yes, Virginia, There Is CRM. Or Is There?
Considering the many technologies out there to help companies with their customer relationship management efforts, sometimes I wonder if CRM is real, or just a pleasant, Santa-like myth. Consider this missed opportunity:
This promotion is on Macy's website. It's a great way to get online customers (named Virginia) into the store. There's also newspaper advertising. So, it's multichannel--with what I think is one missing component. Macy's sends rafts of blast emails. How about sending a targeted one about this promotion to its opt-in Virginia customers?
My legal name is Virginia. I have a Macy's account. I'm opted in to receive email from Macy's. I'm sure I'm not the only one. The way I heard about this promotion was through a girlfriend who emailed me a screen grab of it with a mocking "Just enchanting, isn't it?" as the subject line. I would have been stunned--and thrilled--to receive a personalized email from Macy's about this promotion.
Of course, maybe it wasn't a missed opportunity at all. Perhaps the promotion is targeted to Virginias who are not regular Macy's customers (newspapers ad) or who are primarily online shoppers (website pop-up), and the retailer is trying to bring those new Virginias into the in-store fold. Or maybe Macy's is trying to keep the throngs of Virginias from rushing the store in pandemonium for their $10 gift card.
Hopefully, the Virginias who are regular in-store customers also have a friend who'll forward the information like mine did.
As for me, I'm off to Macy's to collect my $10 gift card.
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Ted, Many of the telecom companies were guilty of that very thing: "If you're a new customer, get this cool phone for only $100! (But if you're a current customer it's $250.)"
Some still take the same approach; others have had enough customer complaints, or competitive pressures, to change their tactics.
" ...maybe it wasn't a missed opportunity at all. Perhaps the promotion is targeted to Virginias who are not regular Macy's customers..." Even if they were trying to reach non-customers, I think it was still a missed opportunity - to build customer loyalty.
I find it very annoying when I have been a customer of a company for years that run a special promotion for which I am not eligible because I am a customer. It's as if they are saying, "We've already hustled you and you won't go anywhere else." Wanna bet?
Marji,
Definitely a great idea! Although there was no personalized email, it was still fun to be a "special customer" in the store. The associate handing out the gift cards at the Herald Square Macy's in New York was cheerful and welcoming, which made the experience even better.
Very clever idea on Macy's part! Now if they would only make a movie about "Marji".