Even small retail businesses like jewelry showrooms, saree boutiques, and optical shops can take advantage of customer relationship management systems, or CRM, that once only benefited larger corporations.

A CRM system captures consumer information, tracks sales automatically, and increases team efficiency. In this article, we will look how a jewelry showroom’s sales grew by 30% after implementing a well thought out CRM solution.

The Issues Faced Without CRM: 

Before the introduction of a CRM system, the jewelry showroom dealt with issues most retailers do:

1. Storing Customer Data Manually – The sales department kept track of purchases through physical files.
2. Slow Communication – Reaching out to customers with new updates took a lot of time.
3. Unproductive Sales Growth – Sales staff could not deliver value-added services to customers.
4. Inadequate Service Quality – Customers were given monotonous product recommendations.

How did they solve the issue? Processes were automated through CRM and overall efficiency improved.

The Changes Experienced After The CRM Rollout: How It Helped The Jewelry Showroom Leaner Operations

The jewelry showroom noticed that customer interactions became much more efficient and sales productivity along with customer satisfaction greatly improved after the CRM implementation.

1. All Data on Customers Accessible in One Place

With the help of CRM, the jewelry showroom was able to store vital customer information such as:

• Customer name, contact information, and entire purchase history.
• Product preferences and previously selected items.
• Offers and discounts given to them.

Given this information, sales representatives avoided showing redundant products and instead provided targeted solutions.

2. Customer Interactions Without Manual Work

Previously sales representatives needed to make phone calls to the clients, which would require cross-checking records manually. CRM has simplified client follow ups.

• Offered unique deals in form of a WhatsApp message.
• Sent greetings and offered discounts during holidays.
• Alerted clients of newly launched products.

Engagement from customers increased and it required less work manually.

3. Appealing To Customers Who Matter The Most

With CRM, businesses were now able to sort clients by their purchase data.

• VIP customers got to the queue at the front line.
• The rest of the sales staff paid a lot of attention to big spenders.
• Businesses could make collections available for selective purchases from their previous orders.

For instance, those who made a purchase of diamond jewelry on the previous Diwali were targeted to buy the latest offers.

4. Best Implemented Business Strategies For The Sales Team

Sales representatives received updated reports to evaluate the work of every salesman.

• Did account for the quantity of sold items by each employee.
• Caught the most productive sales staff.
• Anticipated changes during specific times of the year.

Business owners could understand the reasons behind changes of structures of sales, and staff the business accordingly.

5. Higher Rate For Serving Clients Nationally

The sales team was able to understand what the client wants easily and instantly.

• Time partitioning 60 minutes to 20 minutes.
• Instead of 5 hours, the sales team spent 3.5 hours to serve 10 clients.
• There was an increase in new clients served during the better period for more complete service, leading to higher rates.

This caused the output to uplift and increase the mood of the customer.

CRM Impact on Sales Productivity

• 30 percent higher productivity was achieved.
• Sales increased by 20 percent because of engagement focused on relationships.
• Repeat customer sales increased because customer loyalty increased.

Such advantages are not only for jewelry shops. Any shop – saree stores, garment shops, watch shops – can achieve these levels.

Why Every Retail Business Needs CRM

• Tracks sales and customer follow-ups automatically.
• Provides better customer service by giving tailored suggestions.
• Increases sales staff productivity because of less complex work processes.
• More profit from sales because targeted marketing is done to valuable customers.

Transforming a small shop to large entity is dependent on CRM, and not much else is needed.

Key Takeaways

• CRM systems have increased sales and productivity for retailers.
• Effort and the level of detail that goes into the customer data record is handled better.
• CRM allows the business to spend less time on tasks and having better relationships with customers.
• The business of retailers can grow without any difficulty due to automation provided in the CRM system.

CRM is an acceptable investment as it earns high profit, easy business operation, and the experience for the customer is more satisfactory.

Categories: Customer Relationship Management