PA's retail capabilities
Customer loyalty
Retailing is all about serving customers - but the very convenience of shopping in physical stores can mean that customers come and go, while the retailer has limited knowledge of the relationship with them. New retail channels (eg the Internet), 'smart' loyalty cards and other technology can offer cost-effective means to track and enhance customer relationships.
PA can help you achieve breakthrough business success by capturing and maximizing the value of your customers, through our approach called Capturing Customer Value.
We develop a customer relationship strategy to support the strategic needs of your business, confirming how your different retail channels can maximize profitable customer relationships. PA has found that an effective way of developing the customer relationship strategy is to model the 'customer experience', for each customer segment at each step from 'awareness' to 'repurchase'. The insights gained from this process have enabled PA's clients to make sound business decisions on the nature of their customer relationships and the capabilities required to support them.
We then develop a robust channel blueprint, to ensure the customer relationship strategy works in reality. It must be translatable to day-to-day work as a reflection of 'the brand in practice', and successfully meet the challenge of integrating operations and information across all channels and between front-office and back-office. The blueprint covers technology, processes, culture and organizational structures, and considers channel conflict and cannibalization.
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