In 2017, a high-end cosmetics company realized their stores in Mexico were throwing valuable data down the drain. Without a reliable way to track consumer information, they were losing potential sales and missing out on building lasting relationships with their customer base. The company needed their own data-capturing solution that was user-friendly, met their exact business needs, and could be implemented across their stores. That's when they turned to KIS.
retail
8 months
Java, Spring Boot, APIs, Angular
This client came to KIS with one goal — to stop losing consumer data.
They already tried writing down customer information on paper, but the process was unwieldy and did not allow for between-store communication.
Next, they tried in-house CRM software, but it proved too complex and restrictive. The application interface was clunky and complicated, and because syncing to the cloud had to be done manually, the stores had no way of knowing if system data was even up-to-date. In the end, only a few stores even bothered to use the software. Meanwhile, valuable customer data was still steadily falling through the cracks.
The client needed an convenient and intuitive in-house solution to keep track of data across stores. Beyond those requirements, they were open to ideas.
Capturing customer data was simple enough. But we also wanted to help the client improve their customer relations overall.
KIS saw an opportunity to drive sales, increase the data capture rate, and improve the daily store operations.
Our solution? A customer relationship management (CRM) program built from the ground up with a supporting mobile app for in-store associates and a web admin panel.
When it came to data capture, we knew a CRM would only take the client so far. “You can ask customers for their information all day,” we told them, “but not many are going to give it to you without an incentive.”
To give the customers that incentive, we developed a loyalty program in partnership with some of the high-end brands featured at the client’s stores. This program acts as a funnel to increase data capture, drive engagement, and build long-lasting relationships with customers.
Store associates needed an application they could access quickly and navigate with ease. That’s why we went with a mobile app for the CRM.
Implementing the app on tablets puts everything at the associates’ fingertips, making it super simple to access and input customer data and sign them up for promotions like the loyalty rewards program.
The app also shows a customer’s purchasing activity across stores as well as information like favorite products and styles, purchasing frequency, spending ranges, and other habits. With this information, the system helps associates personalize a customer’s in-store experience by making educated recommendations, reminding them of past purchases they may want to purchase again, suggesting gift ideas for loved ones, or simply establishing a rapport to make them feel more comfortable and welcome.
Once a customer makes a purchase, the app sends the associate a reminder to follow up by text or phone. These follow-ups include scripts associates can use to thank customers for their purchases and let them know about other products and promotions the store offers.
In addition to helping associates and collecting customerdata, we wanted a quick and easy way to give managers and executives amacro-level view of customer activity across stores.
We decided on an admin app with tiered access. Associates cansee reports from their store, store managers can control associate access, and regionalmanagers can generate reports from stores across their region and viewanalytics from the dashboard.
With this kind of information at their disposal, higher-ups canmeasure performance by individual associates, by each store, or even by storesacross a given region. This kind of insight is vital in making hiring decisionsas well as understanding why certain stores perform better than others and addressingunderlying issues.
The admin app also allows certain users to configure theloyalty program, including tiers, applicable products, and points.
The client wanted a way to reliably capture consumer data. They needed an in-house solution that was easy to use and implement across their stores. KIS delivered that and more.
Our mobile-based CRM provides associates with a simple and intuitive way to capture customer data and craft a unique consumer experience, which drives engagement and increased sales. Over 1,000 associates from 400+ stores in seven countries across Latin America use the CRM, with 20,000-30,00 consumers registered each month.
The loyalty rewards program was also a huge hit, resulting in a data-capture rate of up to 90% for brands that partnered with the program.
There’s more to building a great CRM than simple data capture. By taking a business-first approach to the company’s tech issue, KIS delivered more than just an app but a complete business process supported by technology that allows the client to achieve their marketing and sales goals. Now, the client not only has a clearer picture of customer activity at their stores, but they also have an effective way to build lasting relationships with customers and improve their business practices overall. That’s the difference KIS makes.
"Clienteling is not just about transactions. It's about building relationships, understanding needs, and providing personalized experiences that resonate long after the sale."
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