Q

CRM for the shopping mall

CRM can greatly benefit the mall industry. Find out how with our expert response.

We are beginning work for a shopping center. The customer base of this center consists of all customers who visit any stores in the shopping mall. The center would like to increase promotions and loyalty. What tools are available in SAP CRM to improve business? Can you answer specifically to shopping malls?
SAP CRM Marketing and Campaign Management is the right tool to run the promotions. This application provides emarketing, mail marketing and telemarketing functionalities. You should consider the lead management functionality. You should also use enterprise sales functionality to capture storewide shopping. Plan to implement SAP CRM analytics with BW to find customer life time value analysis, customer buying behavior and more.
This was first published in July 2006

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