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Perry Ellis International Drives Brand Loyalty with a CRM Built for Retail

Amber Leith
Marketing Director

As retailers look to raise the customer engagement bar this holiday season, delivering the right product and promotion at the right time has never been more important. However, with retail in a state of near-constant change, particularly when it comes to personalization and the customer experience, working with a CRM solution that is not built specifically for retail use cases makes tailoring the customer experience this holiday an unattainable goal. 

Perry Ellis International—like many retailers—struggled to keep up with the changing needs of customers. In a webcast and subsequent guidebook, Perry Ellis’ VP of Information Systems, Sandeep Baghel, shared with the retail community their journey to achieve a holistic view of their customers.

Better Segmentation and Analysis of Customer Data

Baghel explained how Perry Ellis’ dated CRM solution, did not provide the kind of customer data segmentation and analysis that their marketing department required to effectively service their over one million loyalty members. Moreover, after six years of adaptations to make it more suited to retail, the legacy solution had become a custom installation. To add or improve the functionality of the customized CRM system, Perry Ellis would have to build it internally.

Perry Ellis’ IT and marketing team did due diligence in researching new CRM solutions and identified Oracle Retail Customer Engagement Cloud Services (ORCE) as a contender. According to Baghel, the primary attractions of the Oracle solution were:

  • The retailer already had Oracle solutions in place, including Oracle Retail Merchandising solutions and is moving their Oracle Point of Sale system to Oracle Retail Xstore Point-of-Service.
  • Reduced total cost of operations by moving to the cloud.
  • Enhanced functionality including advanced customer segmentation, that is not available in non-retail specific CRM apps.

7 Week Deployment of Cloud Service Allows Faster ROI

At the time, Perry Ellis was slated to move ahead with two Oracle implementations; one was ORCE, and the other was to upgrade the Point of Service system to Oracle Retail Xstore. The company decided to start with ORCE, both because it would provide a quick ROI and because—as it did not necessitate retraining store personnel—it could be implemented in less time.

A deadline was looming; for Perry Ellis to safely cancel its subscription and pull the plug on the existing CRM solution, it would have to plan for, implement, test, and (successfully) go live with ORCE in less than two months.

This seemed daunting but not impossible. Both Oracle and BTM Global, system integrator, had team members who had worked with Perry Ellis on their implementation of earlier Oracle Retail solutions, which quickly established a camaraderie among teams. On the Perry Ellis side, IT and marketing (the actual owner of the project) worked side by side, solving internal issues as quickly as they arose.

As they worked, the implementation team was guided by the awareness that behind the scenes, all the capabilities and integrations of the system that was being replaced were still running in production. In setting up the streamlined project, it was essential not to disrupt existing Perry Ellis operations, or the other capabilities that were serving customers and business partners.

To keep each step on track during the intensive installation period, the Perry Ellis/Oracle/BTM team established a handful of guiding principles. We discuss these in detail in the guidebook.

A Single View Across the Enterprise

Perry Ellis now has a seamless integration across ORCE, ecommerce, POS, and customer service. Their future-proof CRM solution allows Perry Ellis to:

  • Reward and retain customers for their purchases
  • Optimize margins
  • Offer personalized, relevant and timely, promotions across channels
  • Achieve greater service levels with quick access to customer profile data
  • Attain a single, real-time, 360-view of their customers across all touchpoints
  • Reduce marketing operation costs by streamlining workflows

Replacing their limited and antiquated CRM solution was an essential step for Perry Ellis International. To stay competitive, the company must provide the kind of customer engagement and personalization today’s consumers expect. By gaining a flexible CRM solution, Perry Ellis achieved a holistic view of their customers to better build brand loyalty and deliver memorable customer shopping experiences.

Learn More About How Perry Ellis Gained A Holistic View Of Customers in Less than 7 Weeks:

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