"Seven + I" implement CRM

On March 19, 2014 the Manzana Group company announced the choice of software as the CRM system which was made by retail network "Seven + I" for program management of loyalty - Manzana Loyalty on the Microsoft Dynamics CRM platform.

Project Tasks

After the company came to the considerable volume of business, before service of marketing there was a problem of maintenance of growth rates in the conditions of the serious competition from federal players.

The new CRM system should solve problems of targeted marketing campaigns, including formation of complex rules of encouragement of buyers, the personified marketing communications. Separately there is an important task of business data analysis and their use for increase in the average check and frequency of purchases. Opportunities as a ready set of reports for program management of loyalty, within the data warehouse of Manzana Loyalty constructed on Microsoft SQL Server technologies will be for this purpose used.

"We perfectly know our market and our buyers. We understand that today buyers have really very wide choice of offers in the market. And we very much appreciate that choice which they make every day, that trust which they put in us. But now we see that always to know expectations of our clients, to correspond and even to anticipate these expectations, we need the correct CRM system", - Nemenov Vitaly, the CEO of Seven + I network noted.

"Simple providing discounts to clients is not enough. It drama affects profitability of business, and at the same time does not guarantee either loyalty of buyers, or growth of the average check or frequency of purchases at all. And growth of these indicators – what sharply is required from marketing in retail", - Dergunova Ksenia, the marketing director "Seven + I" emphasized.

"We seriously treat the choice of IT solutions. Buyers and their attitude towards us – the most important that our business has. Therefore the choice, the CRM system requires special care. We conducted in parallel a number of preproject examinations – with Manzana Group and other players in the market of CRM. One of suppliers gave an opportunity to test their CRM on a demo stand with the settings corresponding to our cash software in shops. To be convinced of a real maturity of solutions we asked suppliers to show systems capabilities regarding a set of the marketing actions configured according to requirements "Seven + I". We need a practical and effective CRM system. The solution of Manzana Group, from the point of view of stated characteristics, meets to the majority of our requirements with a good stock for development of many marketing initiatives", - Martyanov Alexander, the Chief information officer "Seven + I" told.