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Retailer-Led CRM Forum Partners With NRF
WASHINGTON (September 30, 2002) - A grassroots group of retailers, meeting regularly by phone to discuss customer relationship management issues, has aligned itself with the National Retail Federation here.
Spearheaded by Tim Anglum, CRM team director at Best Buy, Eden Prairie, Minn., the group has been getting together quietly every six weeks or so for the past 18 months. Last week, they voted to merge with the NRF, which had been exploring whether to form a CRM group of its own. Anglum, who has been appointed chairperson of the as-yet-unnamed group, said the development of trust and respect among members has enabled them to freely exchange CRM ideas without compromising their companies’ strategy or proprietary information.
Daniel Butler, vice president, retail operations, NRF, said the share group will play an important role in CRM research efforts and upcoming events such as the second CRMretail conference to be held in late March. A poll of this year’s show attendees and other NRF members indicated a high level of interest in the topic, he said. When surveyed about top CRM issues, 48% of respondents cited insufficient staff resources to ensure the success of a CRM initiative; 43.6% said lack of strong understanding of CRM benefits was a key issue; and 37% said lack of appropriate budget for IT investment was among the biggest concerns they face.
Anglum told Executive Technology that other key issues include “privacy, keeping C-level funding in these economic times [and] educating the enterprise as to the value of CRM, since it does not show up on the bottom line.”
Companies represented in the CRM group include Best Buy, Kohl’s, Gottschalk’s, Wilsons the Leather Experts, Modell’s Sporting Goods, Harold’s Stores, Ross Stores, REI, Nordstrom, Musicland Group, Marshall Field’s, Hudson’s Bay Co., Bob’s Stores, Toys “R” Us, Staples Direct and Vitamin Shoppe, among others.
Denise Power
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