West Marine Exec on CRM Marketing ROI: 'Consider Both Quantity and Quality'
Total Retail Talks
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Utilizing CRM Data for Personalized Customer Journeys
This chapter delves into how West Marine leverages CRM data to customize the customer experience, including post-purchase programs and tailored product recommendations. It also examines strategies like offering aftermarket warranties and the importance of ongoing testing and optimization in CRM tactics.
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Transcript
