A new CRM system has improved Sears Holdings’ campaign execution from two and one-half months to three and one-half days, Tony Arnold, director of CRM at the company, told an audience at the DMA: 2010 Conference & Exhibition.
It took two years to integrate and implement the Unica CRM system with the 230 million households in the Sears database, Arnold said. After launching it last October, the company now executes 270 campaigns a month. The system has vastly simplified and sped up the back end processes, allowing Sears....