Overseeing the Creation and Deployment of a Customer Relationship Management Software for a Nationwide Retail Chain
## Case Study: Clarkston's Project Management Support for a National Fashion Retailer's Clienteling Application
In a bid to enhance customer engagement and sales, a prominent national fashion retailer sought to develop and launch a clienteling application. Recognising the need for expertise in digital transformation and application development, the retailer engaged Clarkston Consulting to provide project management support.
### Client Background
The client, a retailer offering clothing for men, women, and children, is known for its blend of classic and modern designs and exceptional in-store customer service. The retailer faced challenges in providing a seamless customer experience due to associates navigating multiple data sources, leading to inefficient and disjointed interactions.
### Project Objectives
The primary objectives for the clienteling application were to streamline data access for associates, create efficiencies in interactions, equip associates with key customer details, and decrease inconsistencies in data access. To achieve this, the application aimed to integrate with existing CRM and POS systems, offer real-time access to customer purchase history, preferences, and style profiles, and provide personalised product recommendations and in-app communication.
### Clarkston’s Role and Methodology
Clarkston took on the role of project manager, leading agile project management and coordination between stakeholders (IT, retail operations, marketing). The firm managed timelines, budgets, and risk mitigation, and facilitated communication between the retailer and third-party app developers.
In addition to project management, Clarkston also provided change management support, developing training materials and workshops for staff, addressing resistance, and ensuring adoption across all stores. Quality assurance measures were implemented, including user testing and quality checks, as well as monitoring feedback post-launch for continuous improvement.
### Results and Impact
The successful launch of the clienteling application has led to several benefits for the retailer. Enhanced personalisation has resulted in higher customer satisfaction and loyalty, boosting sales as sales associates could make targeted recommendations. Streamlined access to customer data has improved efficiency and reduced manual errors, and the application's success has laid the groundwork for future digital innovations.
In summary, Clarkston Consulting partnered with the national fashion retailer to design, develop, and launch a clienteling application, empowering sales associates to deliver personalised shopping experiences. With expert project management, change management, and ongoing support, Clarkston enabled a seamless rollout, resulting in improved customer engagement, staff satisfaction, and measurable sales growth.
- The national fashion retailer, recognizing a need for digital transformation, sought expert project management support from Clarkston Consulting for the development of a clienteling application to streamline data access for associates and improve customer engagement.
- Clarkston Consulting, besides project management, also provided change management support to the retailer, ensuring the adoption of the new application across all stores through training materials, workshops, and addressing resistance.
- The clienteling application, designed to integrate with existing CRM and POS systems, offers real-time access to customer purchase history, preferences, and style profiles, empowering sales associates to provide personalized product recommendations and in-app communication.
- Enhanced personalization through the clienteling application has significantly boosted customer satisfaction and loyalty, while streamlined access to customer data has improved efficiency and reduced manual errors, leading to sales growth for the retailer.
- The successful launch of the clienteling application has set a strong foundation for future digital innovations in the retail, technology, and lifestyle industries, transforming the retailer's operations, finance, and overall customer experience.
