Escalate Broadens Retail Customer Base
Escalate Retail, a developer of retail customer relationship and customer experience management solutions, is finding a broader audience for its Relationship Marketing and Clienteling applications as it adds new functions and features to better serve customer needs.
Relationship Marketing is designed to improve customer loyalty by helping retail marketing and sales associates monitor key customer events, such as weddings, birthdays, address changes, as well as buying habits, via e-mail, point-of-sale applications and hand-held devices. Relationship Marketing automatically determines the best communication for each customer across channels and then tracks response and conversion rates. The tool can help determine in real-time the best Web page, call center script or POS receipt message for each customer based on past activity and current retail events.
In the past, the application was targeted mainly to large retailers, such as Brooks Brothers and Bloomingdales. But as more retailers expand their brick-and-mortar and e-commerce operations, there is a growing need to seamlessly integrate the transactional and operational elements of those two worlds, Brian Dean, Escalate’s senior vice president of strategy and marketing, said at the company’s recent World User Conference in Miami. “We’ve been building up our retail component architecture to provide more real-time services and give consistent capabilities across multi channels,” he said.