When Harry Rosen, a Canadian luxury menswear retailer, began as a tiny made-to-measure store in 1954, its CRM system was what chief information officer Stephen Jackson describes as "an index card on all of [Harry's] clients complete with their sizes, preferences, and their interests." Once an item matching a client's needs arrived in-store, Rosen would personally call and invite the customer to see it.
Over the years, Harry Rosen deployed what Jackson calls "a homegrown system," which was replaced by Sage SalesLogix in 2003. Over time, Harry Rosen "realized it was collecting a lot of information on our clients, but we weren't always effectively using [it]," Jackson says. For instance, if a trunk show was scheduled and a client was interested in the designer, sales associates needed a quick way to contact the customer and book an appointment.
"The associate wasn't able to access that [information] very quickly," Jackson explains. And in a high-end retail setting, making things convenient for clients is a must. This was when the retailer began installing wireless networks to equip reps with personal digital assistants (PDAs) while on the floor.
This year, they implemented the latest version of Sage SalesLogix Mobile and saw "a huge reception," Jackson says. "We've seen an increase in the number of [our] people requesting devices. About a year ago, our PDA count was about 175, and today it's over 300."
The company currently has 700 employees accessing the Sage SalesLogix CRM system via the Web and mobile devices, and has been able to share more than 450,000 client records between 16 stores. It has also witnessed consistent, store-on-store sales growth of 10 percent, one of the reasons it took home a Gold Award for Sales Effectiveness at the 2012 Gartner Customer 360 Summit.
Sage SalesLogix Mobile enables associates to pull up sales reports on their mobile devices, as well as inventory reports chainwide. Performance metrics and indicators include average purchase price, as well as which items sell most consistently, to assist with customer recommendations. Associates can also schedule appointments for services like tailoring.
When the company transfers merchandise from a retail store to one of its outlets, "we need to…reticket all those garments, so we use this iPad-based system to do it," Jackson explains.
Harry Rosen also relies on Sage SalesLogix Mobile to personalize its marketing. Rather than "blasting [a photo of a particular item] to 10,000 people" through an email-based "ePics" program, the retailer sends seasonal or unique inventory to specific clients with "very personalized pictures."
Despite making headway in mobility, Jackson says it's still necessary to provide good, old-fashioned customer service. This could be why the store holds 40 percent of the Canadian market share in high-end menswear.
"We always do what we call 'a satisfaction call,'" he adds. "When you buy a garment from us, within thirty days, the sales associate will make a…call to make sure you're completely happy." With SalesLogix, the associate gains access to the information needed to make the call, and the coach or sales manager is alerted when it's made.
Using Sage SalesLogix and Sage SalesLogix Mobile, Harry Rosen has:
- witnessed consistent, store-on-store sales growth of 10 percent a year;
- shared 450,000 client records between 16 stores; and
- increased its PDA count from 175 to 300-plus for in-store sales reps.