Sears Boosts Its Campaign Process with Unica CRM
The system took two years to integrate but the company now executes 270 campaigns each month.
According Sears Holdings, a new CRM system has improved its campaign execution from two and one-half months to three and one-half days. As reported on Direct Marketing News, it took two years to integrate and implement the Unica CRM system with the 230 million households in the Sears database.
"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 more flexibility and saving it money.
"'There's too much data to go through today,' he said. 'You need a fast, responsive system. We wanted the ability to target someone who walks into a Sears Auto Center and to give them an offer to take 20% off in store while they wait. We didn't have that.'"