Wal-Mart Seeks to Redefine Social CRM with New Local Strategy | CCW Digital
Walmart CRM Etc - Download as Word Doc .doc /.docx), PDF File .pdf), Text File .txt) or read online. crm. Tags: social crm social media Walmart Customer Engagement Though names like Wal-Mart and McDonald's refer to brands with global. CRM or Customer Relationship Management is a strategy used by organizations to manage the company's relationship and interactions with potential.
The Wal-Mart greeting was the original method used by the giant retailer to show customers that they are appreciated.
Customer Relationship Management: Customer Relationship Management
A greeter at the door thanks customers for coming in, assists with a shopping cart, and provides a "goodbye thank you" upon departing the store. The friendly senior citizen dressed in the blue vest conveys warmth and personality to every guest entering or exiting a Wal-Mart store. So why don't others adopt this simple marketing tactic? Meijer retail stores also use greeters; many restaurants, hotels and other businesses do the same.
But most don't—because relationship marketing is not as simple as it seems. It takes a type of commitment different than traditional marketing. Relationship Marketing Has 4 Key Components: Personalization can come in the form of a highly targeted direct mail piece, a phone call or email. Obviously the handshake and a smile illustrated by Wal-Mart greeters also work well in personalizing the relationship.
Customer Relationship Management of Wal-Mart
Wal-Mart invests money in maintaining relationships with existing customers. By targeting this group, Wal-Mart establishes long-term relationships with their most loyal shoppers.
Targeting customers through programs that reward loyalty can result in big returns over the life of the customer. Your marketing message has to connect in an emotional way to establish a lasting relationship.
If the Wal-Mart greeter did not look you in the eye while saying "hello," the greeting would not have a lasting impact. Many Wal-Mart greeters learn the names of frequent shoppers.
Walmart's Omnichannel Strategy Keeps It on Top
It is important to make relationship marketing interactive so you can hear feedback, determine what is working and what is not. These key components are essential in relationship marketing programs even if your target audience is not the price-conscious retail shopper that Wal-Mart attracts.
Plan events for clients and prospects that educate while offering entertainment and social interaction. This tactic will show them that you care about their business and value their time by providing them information they can use.
Walmart's Omnichannel Strategy Keeps It on Top
Stay away from a sales focus. Instead, provide industry and product news with some entertainment value. Send customers thank you cards or gifts after making a purchase.
You can also send a thank you gift to show appreciation for their business on the account anniversary date. Refer them to other quality vendors, share an article related to their business or put them in touch with someone who can help. This will go a long way in building a relationship.
From a social marketing or CRM standpoint, that means there is little inherent wasted effort for small businesses. As long as their message is attractive, it will be actionable.
- Wal-Mart Seeks to Redefine Social CRM with New Local Strategy
There is no unnecessary conflation between the abstract "brand" and the actual retail point of purchase. For the aforementioned mega-chains, however, the issue is not so simple. When a global retailer or restaurant promotes and engages on social media, it is most notably acting on behalf of the entire brand. Improving brand visibility is good for keeping the chain top-of-mind for customers and for driving purchases on the e-commerce sitebut without dialing customers into the actual storefront they know as "their Wal-Mart" or "their Olive Garden," the connection it creates with customers is fairly weightless.
It is also somewhat crippling for the local franchises. By creating social engagement on the global brand-level, the organizations minimize the ability of the individual stores to mobilize their customers. Instead of speaking to the unique nuances of the local customer bases and developing loyalty to the specific pricing, promotions, staff, customer service and store layouts, the stores are banking entirely on how well the brand clicks as a social media concept.
Is it any wonder that businesses often struggle to trace social media activity to success at brick-and-mortar stores? Thanks to a new partnership with Facebook, Wal-Mart is hoping to make the "social vs. More than just offering a "local" version of a national flyer, the new Facebook feature, which creates an announcement page for the thousands of individual stores, posts updates on "rollbacks, new product arrivals and special events" in the News Feeds of all who register.