Waitrose eCRM and sCRM: lessons learned so far
Lazar Dzamic shared with us: the role of eCRM in Waitrose’s strategy; how the shape of Waitrose’s initial eCRM strategy was influenced by the realities of the data infrastructure; how those initial learnings enabled Waitrose to become more sophisticated in later phases; what the key learnings are so far: strategy, creative, resources, technology, ROI, and the introduction of the social ‘layer’ – the 3rd strategic phase: considerations, ideas, results...
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| 01 Apr 2011 |
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