CRM and BI take aim at coalface retailers

Beverley Head
Tuesday, 25 August 2009 05:30

IT Industry - Market

Super Cheap Auto Group owns a series of brands in Australia, running a total of about 350 stores. In 2002 the company decided to embrace SAP tools for enterprise management and is now implementing CRM Professional and Campaign Management. Although the initial focus has been producing reports for executives, CIO Wayne McMahon said that the group was this year looking at how to make more information available at the store level.

“They could know if they (customers) have got a (loyalty) club membership, their demographic, age, and what products people buy. For example in a Goldcross Cycles (store) if it’s a first bicycle then they are likely to want to buy a kit as well.”

McMahon explained; “In our business it’s about enabling decision makers,” and that the “longer term vision is about potentially rolling reports into stores.”

But having access to information just for the sake of it won’t benefit anyone – the type of information provided, and the amount needs to be carefully thought through. As Dr McCabe notes; “An individual in a Super Cheap might be disconcerted if they were greeted by name. But managers could use the system to suggest the McDonald’s upsell. If they buy a socket set, they might want a ratchet as well.

“There are lots of little things you can do when you push that intelligence to the store level.”