The UK outdoor retail group sharpens its marketing focus with new software to deliver competitive advantage

Blacks Leisure Group has chosen customer relationship management (CRM) software increase its understanding of its customers and drive highly targeted marketing campaigns. 

The retailer will use Blue Bridge Solutions’ CRM for Retail software to increase sales, customer loyalty and customer retention, ultimately driving competitive advantage and profitability.

Building closer customer relationships

Ralph Percival, e-commerce director at Blacks, commented: “CRM is an area that holds untapped potential for Blacks Leisure Group. We seek close relationships with our customers and identifying core market segments and selling them products and services in a more targeted fashion will be fundamental in delivering this.

“We were impressed with the speed at which Blue Bridge are prepared to deliver a swift implementation together with flexibility of the application’s deployment via a modular approach.”

The web-based CRM software, designed by retail software specialists Blue Bridge Solutions, seamlessly gathers valuable customer insight from multiple channels into a “360-degree single customer view”. This detailed insight can then be used to drive business strategy. 

Blue Bridge Solutions will be exhibiting at the Retail Business Technology Expo (stand #637) on 16 and 17 March 2011 at Earls Court, London.