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January 02, 2013

Crafts Retailer Beefs Up CRM with Epicor Deployment

By Mae Kowalke, TMCnet Contributor

Retailer A.C. Moore is known for its arts and craft supplies. But while customers have come to expect sales staff to know the latest in scrapbooking and needlepoint, they may be surprised when the sales associate pulls out an iPad and can tell them the exact yarn they used last year for that cute red sweater.

At least A.C. Moore could offer such customer knowledge if it wants. That’s because A.C. Moore has just implemented the Epicor Retail Customer Relationship Management across its multiple sales channels.

EpicorCRM for Retail provides a 360-degree view of the customer, giving retailers a set of complementary tools to build and manage loyalty programs, execute and manage campaigns and promotions, analyze customer data and transaction information across sales channels, segment and manage lists, and analyze and measure the impact of CRM efforts.

With the Epicor Retail Clienteling module, companies such as A.C. Moore also can delivers critical customer insight from the retailer’s CRM database directly into the hands of sales associates as they engage with customers on the store floor using Apple’s (News - Alert) iPad. This powerful tool gives customer details in an instant, a “virtual” view of previous purchases, accurate data capture and uninterrupted customer interactions, according to Epicor.

While A.C. Moore may or may not use the Clienteling module, it is using the CRM to strengthen customer relations and support future loyalty/reward initiatives, according to a TMCnet article last week.

Built to support multiple sales channels, Epicor Retail CRM technology lets A.C. Moore focus on its omnichannel CRM initiatives to support simplified customer interaction, according to the article. It provides real-time connectivity across all sales channels and provides the ability to offer an all-around shopping experience based on the retailer's most current customer data.

The company also will leverage the Epicor Retail CRM web extensions to integrate its CRM platform with its e-commerce channel.

"During a down economy, consumers are extremely sensitive to where and how they are spending their money; and they realize retailers will go to great lengths to cater to them to win their business,” said Ian Rawlins in the TMCnet article, vice president, retail product marketing for Epicor. “To continue to keep their patronage and earn their trust, retailers need to do everything possible to ensure a rich, rewarding shopping experience.”

He added: “A.C. Moore's investment in Epicor Retail CRM is a winning strategy to cultivate stronger customer connections that will keep its patrons coming back for more.”

Before Epicor, A.C. Moore cobbled together store systems from multiple vendors across multiple databases. This lacked the efficiency, convenience and streamlined experience the company desired for employees and customers alike. They now easily has a complete view of the customer experience.

A.C. Moore has said it will deploy the CRM software before summer.

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Edited by Peter Bernstein



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