of Retailers Plan to Use Gamification for Customer Engagement in 5 Years


When a retailer develops customer relationships that are highly engaging and deliver an enhanced customer experience, it strengthens brand loyalty, leading to a larger share of wallet. A successful CRM philosophy starts by answering two simple questions about your retail value proposition:

  • What is the added value you are creating for your customers?
  • What is the added value that your customers create for you?

Even with a CRM philosophy defined and objectives established, there’s lots of work to be done to put an effective CRM program in place. Here are some of the key areas that need to be considered prior to initiating a retail CRM program:

  • What customer data should we collect and how do we achieve a 360-degree view of the customer in real-time?
  • What is the best way to segment customers and develop targeted campaigns that generated interest and activity?
  • Is clienteling right for us and how do we make it effective for our sales associates and valuable for our customers?
  • How do we determine the right loyalty program reward structure for our customers and measure the effectiveness of the program?
  • How should we proactively test, adjust and retest the effectiveness of our CRM programs?

How We Help

We design and implement strategies to help you understand your customers and develop profitable relationships to lead to customer advocacy, repeat business and an increased average ticket size.

We provide valuable customer insight, helping you develop programs and generate actionable insights. Our expert advice enables you to select and implement real-time CRM technologies in-store and online, and we draw from our experience to advise you on best practices in the area of selling effectiveness. We’ll help you understand your customer and define your value propositions

Case Studies

ABC Fine Wine & Spirits

abcwinesABC is a privately owned wine and spirits retailer with approximately 150 locations in the state of Florida. ABC engaged Boston Retail Partners to develop a strategy, select tools and implement a customer-focused Omni-Channel approach to engaging, selling, and servicing their customers. Focusing on a streamlined experience from browser to store aisle to register, BRP helped ABC select and implement a new point of sale with integrated e-commerce and customer relationship management (CRM). With BRP’s assistance, ABC has implemented their CRM platform to feed information into both a mobile and an e-commerce capability thus facilitating item selection, preference and purchase history-based recommendations, and a buy-on-line, fulfill anywhere service.



Talbots is a retailer and direct marketer of women’s classic clothing, shoes and accessories through more than 500 stores and its website. Talbots asked for assistance in clarifying its CRM and clienteling vision through interviews with business users, executives, and IT. BRP analyzed the company’s current state of CRM and store-level interaction by reviewing current systems and business processes, then helped define the roadmap for corporate CRM and store-level clienteling.



Samsonite is a multinational luggage manufacturer and retailer with products ranging from large suitcases to briefcases. BRP assisted the company with a strategy and selection project with the main objective of implementing a multi-brand, omni-channel solution. With BRP’s assistance, Samsonite has a long-term omni-channel plan for IT, POS, and CRM.

BJ’s Wholesale Club

bjsBJ’s is a members-only warehouse club chain, operating more 150 locations along the East Coast. The company asked us to assess and analyze all customer touchpoints to uncover the most significant CRM opportunities. We performed comparative CRM and clienteling analysis with peers and best-in-class retailers and developed a business case for each initiative including cost/benefit assessments. The business case provided the necessary information to plan and execute on CRM and clienteling initiatives.


“Thank you to the entire BRP team on behalf of all of us. We appreciate your diligence. We recognize we added scope to your normal process with our team approach. We did well so far and look forward to leveraging the work you’ve facilitated for us.”

CRM DirectorLeading Specialty Apparel Company

“The BRP team has created an impact on this organization that is lasting and powerful. As you know, consulting engagements do not always produce the anticipated outcome, and it is rare that they surpass your expectations … this is one of those times.”

Scott Gladstone COO, Anna’s Linens
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